Wine Australia on hunt for new marketing lead

After seven years leading its global marketing strategy, Stuart Barclay leaves Wine Australia this month.

Wine Australia’s Chair Dr Michele Allan said, “Since joining the organisation in 2014, Stuart’s contribution to the Australian grape and wine sector has been monumental.”

In 2020 at the onset of the pandemic, the Australian government offered Wine Australia a $50m support package.

Dr Allan said, “With the support of the Australian Government’s $50 million Export and Regional Wine Support Package, Stuart has led an ambitious agenda of targeted marketing campaigns to drive the international demand for Australian wine. And the size, scale and impact of these campaigns has been unprecedented.

“When China’s anti-dumping duties on Australian wine imports hit, Stuart’s stewardship in integrating all of our legacy assets into a first-of-its-kind virtual marketplace – Australian Wine Connect – to support wineries in exploring new markets was, quite frankly, instrumental.”

Australian Wine Connect launched earlier this year, designed to support Australian wine businesses, to keep commercial opportunities flowing throughout COVID-19 and to counteract – to some degree - the significant impact of the China tariffs

Mr Barclay said, “The pandemic disrupted traditional ways of doing business but Australian Wine Connect drew together business support, promotion and education into a single location so that it became the go-to place for Australian wine. It has connected business and is serving a significant role in supporting exporters to diversify into new markets.”

From January 2022, the more than 500 wineries and 4,000 Australian wines signed up to Australian Wine Connect will be featured on Vinexposium Connect following a partnership between Wine Australia and Vnexposium - the world’s leading organiser of wine and spirits trade events.

With in-person and virtual interactions here to stay, Mr Barclay says, “Vinexposium Connect and Australian Wine Connect are world-class platforms that provide the wine trade with the best buying experience, modernising interactions and business opportunities. The interconnectivity established through this partnership will support business continuity in a disrupted time and continue to underpin in person events upon their return.”

He says that Australian Wine Connect has become a new way for Australian wineries to do business, and its potential for bringing Australian wines to the world through partnerships like Vinexposium Connect is the first of many.

Dr Allan added: “He has an exceptional track record of leading global marketing campaigns that deliver impact.

“Stuart has also been pivotal in leading Wine Australia’s partnership with Austrade through the Agri-business Expansion Initiative to roll out a series of export market briefings and market readiness activities that support the diversification of export markets over the next 6 to 12 months."

Mr Barclay says that during his tenure, the global marketing strategy has remained focused on challenging the perception of Australian wine and pushing it further up the ‘consideration list ‘for trade and consumers.

“From trying new ways to approach wine tasting events to showcasing avant-garde producers pushing the boundaries of traditional winemaking; to helping bring The World's 50 Best Restaurant awards to Australia and the world’s top sommeliers at the same time – there has never been a dull moment.

“I’m proud to have led a dynamic team across various global markets – with offices in China, the UK, North America, Adelaide and Sydney - all navigating time zones and local nuances to successfully work closely together each day as one Marketing team achieving a common goal,” Mr Barclay said.

Mr Barclay headlined Vinexpo Hong Kong in 2018 when Australia was Country of Honour and 150 Australian exhibitors showcased 225 wine brands from 51 wine regions. He also led the US roadshow, Far From Ordinary campaign across six US cities with more than 100 Australian wine exhibitors on board.

For Mr Barclay, one of the highlights of the US roadshow was hosting Australia Decanted in Lake Tahoe. He describes it as “a unique opportunity to take the exciting essence of Australia to the most influential trade in the US, defeating the barrier of distance”.

Mr Barclay will take some time off over summer before putting his mind to future collaborations and building more businesses in the wine sector.

Brooke Beales will become Acting General Manager of Marketing at Wine Australia, during the recruitment process.