Member Prospectus 2017/2018
an invitation to join us
JOIN US IN PROMOTING, PROTECTING AND ENHANCING BAROSSA’S POSITION AS ONE OF THE WORLD’S GREAT WINE REGIONS The Barossa Grape & Wine Association (BGWA) enables over 550 grape growers and 170 wineries to work together to gain recognition for Barossa at home and abroad as one of the world’s great wine regions. As the beacon for collaborative investment and collective action within the Barossa wine community, BGWA is uniquely positioned to nurture and promote brand Barossa to a global audience, to comment and lobby on government and industry policy issues and to facilitate within the region the uptake of vineyard, winery and business best practice. Become part of our mission to promote, protect and enhance Barossa’s positioning as one of the world’s great wine regions.
BGWA IS THE PEAK REGIONAL BODY FOR BAROSSA GRAPE GROWERS AND WINEMAKERS The BGWA board has ultimate responsibility for the Association, and is made up of four winemakers and four grape growers elected by contributors to the Barossa Wine Industry Fund, with an independent Chairman. The Board appoints a CEO responsible for the organisation’s management and operations, which are supported by funding reliant on levies collected from members and contributions from other sources. BGWA also works in collaboration with a range of stakeholders from various National, State and Local government agencies and industry associations. It actively engages with other regional organisations such as RDA Barossa, Barossa Food and Tourism Barossa Inc.
the staff Ashleigh Fox Annabel Mugford Nicki Robins Brian Waples Annemaree Clementson
the board 2016/2017 Linda Bowes, (Chairman) Matt Alexander, Advanced Viticulture & Management (special appointment) Stefan Jury, Jones Harley Toole Lawyers (special appointment) Jan Angas, Hutton Vale Farm Fiona Donald, Seppeltsfield Brett McKinnon, Pernod Ricard Winemakers Nigel Blieschke, Independent Grower/GLO Torbreck Vintners Brendyn Hueppauff, Hueppauff Contracting Tim McCarthy, Independent Grower/Pernod Ricard Winemakers Anthony Scholz, Scholz Estate James March (Chief Executive Officer)
James, Annemaree, Ashleigh, Annabel, Nicki
our commitment to you THROUGH LEADERSHIP, INNOVATION AND ACTION WE ARE COMMITTED TO CREATING VALUE FOR EVERY BAROSSA GRAPE GROWER AND WINEMAKER • by standing within the Barossa wine community as the beacon for collaborative investment and the enabler of collective action • by being the catalyst for curating, nurturing and sharing an ideal of what Barossa should stand for in the world of wine • by creating and supporting collaborative story-telling and market development opportunities • by amplifying the voice of individual members, leveraging collective scale to lobby with greater effectiveness on their behalf on industry and government policy issues • by acting as an industry intelligence agency, gathering and sharing knowledge that enables best practice grape growing and wine production and enhanced business capabilities.
the beacon within the Barossa wine community for collaborative investment and the enabler of collective action
the beacon
FOR A MOMENT, IMAGINE THERE WASN’T AN ORGANISATION DEDICATED TO ENABLING THE REGION’S GRAPE GROWERS AND WINEMAKERS TO WORK TOGETHER FOR A SUSTAINABLE FUTURE. BGWA EXISTS FOR THAT VERY PURPOSE! Since the region’s first vineyards were planted in the 1840’s, the Barossa wine community has subscribed to the belief that it is stronger when it works together. Today the BGWA stands as a beacon within the Barossa wine community, where the investments and capabilities of the region’s grape growers and winemakers are harnessed to enable collective action for the greater good. The BGWA Board and staff work with, and through, member committees and working groups to ensure the immediate and longer term challenges and opportunities for the region’s grape growers and winemakers are identified and discussed. This enables the organisation’s strategic and operating plans to be developed in consultation with members, ensuring the activities of the BGWA create value for them.
Geoff Schrapel, Bethany Wines “The benefits of Barossa grape growers and winemakers, large and small working together can’t be underestimated. There’s now a shared understanding that quality starts in the vineyard, that quality wine means a quality image for the region and quality returns for everyone involved. The prices we now get for our grapes, our bulk and packaged wines are far superior to many other regions in the country and I’m very happy to be growing grapes and making wine in the Barossa. And whilst we’ve come a long way from the days of the vine pull in the 1980’s, it’s just as important today as it was then to get behind BGWA and their efforts to promote the region. As a wine community we can’t sit and be content with what we’ve achieved. We need to keep investing through BGWA to ensure we maintain that position of leadership – especially on Shiraz – as there will always be challengers.” Geoff Schrapel, Director
the catalyst for curating, nurturing and sharing an ideal of what Barossa should stand for in the world of wine
the catalyst ‘BRAND BAROSSA’ HAS BEEN 175+ YEARS IN THE MAKING, CONSTRUCTED FROM LITERALLY THOUSANDS OF PERSPECTIVES, STORIES, EXPERIENCES, VINEYARDS AND WINES SPREAD ACROSS SEVEN GENERATIONS OF GRAPE GROWING AND WINEMAKING To build a brand demands the creation of a consistent and compelling story that can be told over and again. To enable that same story to be powerfully re-told multiple times by more than one person to a global audience creates greater awareness and value for the brand and for those that associate with it. BGWA is both a story writer and story teller, curating a Barossa story born of perspectives, stories and experiences, its landscape and the produce of its people spanning multiple generations of our grape and wine community. It nurtures that story as new chapters unfold and learnings arise, and supports sharing it through people, experiences and media to reach a global audience. These BGWA initiatives are creating value for our members: • the Barossa Wine School, a ground-breaking education initiative reaching thousands of wine consumers and trade in Asia & Australia. • A dedicated digital media and communications manager who shares the Barossa story on multiple platforms. • Development and management of barossa.com as a web platform for the region’s wineries and food and tourism offerings. • Development and distribution of traditional media such as the Barossa Touring Map and the BGWA Member Toolkit of marketing tools. • The Barossa Grounds Project, one of the world’s most robust analysis of the terroir of a wine region.
Matt McCulloch, Langmeil Winery ”The Barossa Wine School is an integral part of building Langmeil’s brand awareness in China and has proved valuable in growing demand for our wines. As a direct result of our involvement in the Barossa Wine School and the sampling of our Old Vine Garden wines, including the Freedom 1843 Shiraz and Orphan Bank Shiraz, we are receiving more enquiries regarding the purchase of our wines from Chinese consumers. The Barossa Wine School is also cultivating a burgeoning band of informed and influential ambassadors for the region. From our perspective the value of the Barossa Wine School is very much a case of 1 + 1 = 3.” Matt McCulloch, CEO
creating & supporting collaborative story-telling and market development opportunities
supporting collaboration THE PRINCIPLE OF WORKING TOGETHER FOR SHARED GAIN IS INGRAINED WITHIN THE DNA OF BAROSSA. TO THE GREAT CREDIT OF ITS GRAPE GROWER AND WINEMAKER COMMUNITY, THE ETHOS OF WILLING COLLABORATION, WHICH HAS THREAD ITS WAY THROUGH GENERATIONS PAST, REMAINS A DEFINING CHARACTER MUCH ADMIRED AND VALUED BY THOSE WHO CONNECT WITH BAROSSA TODAY At the heart of Barossan culture is a willing desire to work together. This is BGWA’s greatest intangible asset. Through our network of over 550 grape growers and 170 wineries, BGWA fosters this collaborative spirit to create and deliver initiatives in Australia and in key international markets that enable our Barossa story to be heard by a global audience. With an eye to developing new market opportunities for Barossa wine, BGWA is also active in these markets working in partnership with our members to promote Barossa to key influencers, opinion leaders and trade buyers. These BGWA initiatives are creating value for our members: • Barossa. Be Consumed, a new event activation aimed at reaching out to a younger audience of premium wine drinkers. • Barossa Wine Chapters Auction, Australia’s premier regional fine wine auction. • North America Second Life, a new three year program focussed on raising awareness of Barossa’s wine message in the USA and Canada. • 17 Barossa wineries coming together to exhibit at Vinexpo Hong Kong, Asia’s premier trade wine show, commanding more than half the Australia stand.
Casey Mohr, Schild Estate “Working together under the Barossa banner with the support of BGWA at Vinexpo Hong Kong was great for our business. Being aligned to brand Barossa makes what we do at Schild instantly relevant to a large audience of international buyers. It also positions us as a premium / high end producer which supports premium pricing strategies and better returns. And as a grape grower member, we were able to list fruit for sale on barossa.com from which we fielded inquiries and made a number of sales in 2017.� Casey Mohr, CEO
amplifying the voice of individual members, leveraging collective scale to lobby with greater effectiveness on their behalf on industry and government policy issues
amplifying our collective voice THE BAROSSA WINE ‘ECO-SYSTEM’ IS A RICH PATCHWORK OF GRAPE GROWERS AND WINEMAKERS, OF SMALL AND LARGE, OF YOUTH AND EXPERIENCE, GENERATIONAL FAMILIES AND RELATIVE NEWCOMERS. REGARDLESS OF THE DIVERSITY OF THE INDIVIDUAL ENTERPRISES, OUR REGION’S GRAPE GROWERS AND WINEMAKERS FACE COMMON CHALLENGES AND SHARE SIMILAR CONCERNS ABOUT THE IMPACT OF GOVERNMENT AND INDUSTRY POLICY. Government and industry policies shape our destiny as a wine community. Through its member network, BGWA has a deep understanding of the region and is well equipped to represent Barossa to national, state and local government, and industry agencies and bodies. As the representative body of the region’s grape growers and winemakers, BGWA commands a seat at the table and is empowered with a collective voice to speak meaningfully about its members interests and concerns. BGWA creates value for its members through the following activities: • Working together with the Wine Australia market development team to reinforce our premium positioning, raise the profile of the region globally and create new market opportunities for our winemakers. • Collaboration and representation with the SA Wine Industry Association, Wine Grape Council of SA, Winemaker’s Federation of Australia, & Regional Development Australia Barossa. • Collaboration with Wine Australia on marketing, and extension of research & development. • Submissions into the Federal Government Export and Regional Wine Support Package. • BGWA member e-newsletter and regular community briefings on government and industry policy developments.
Ben Chapman, Thorn-Clarke “From the perspective of a Barossa wine brand owner, BGWA does an outstanding job representing the interests of the region to Wine Australia. And whilst they lobby hard to ensure the Barossa remains front of mind in Wine Australia’s plans, they’ve also shown themselves to be a leader in promoting the region’s wine to the world. BGWA was very quick to see the future opportunity in Asia markets and we’re now seeing the benefits of their initiative as brand Barossa is firmly positioned as Australia’s global wine region in the mind’s of Asian wine trade and consumers. We’ve also got great value from the outstanding resources and programs provided for growers by BGWA. Being able to access information on benchmark costs for vineyard operations helps us to develop business improvement initiatives, and the GrowCare updates are hugely valuable in developing responses to rain events. We’ve also been applying many of the learnings gained from BGWA’s demonstration vineyards into our own operations.” Ben Chapman, CEO
acting as an industry intelligence agency, gathering and sharing knowledge that enables best practice grape growing and wine production and enhanced business capabilities
enabling best practice PROFITABLE ENTERPRISES AND SUSTAINABLE AGRICULTURAL ENVIRONMENTS ARE PILLARS OF THE VIABILITY OF OUR WINE COMMUNITY FOR FUTURE GENERATIONS. OUR ABILITY AND WILLINGNESS TO SHARE, AND MORE BROADLY, ENABLE INDUSTRY BEST PRACTICE IS ELEMENTAL TO THE SUCCESS OF THAT JOURNEY. BGWA is a conductor of knowledge and expertise. Uniquely positioned as a beacon within the wine community to gather industry intelligence, it also enables wider uptake of best practice grape growing and wine production and enhanced business capabilities. Each member of our executive team is committed to identifying industry best practice and sharing this with members of the grape and wine community via the BGWA’s operational plan. BGWA creates value for its members through the following activities: • Demonstration vineyards at Gomersal, Lyndoch, Krondorf, Vine Vale, Nuriootpa, Ebenezer and Eden Valley. • Growers’ breakfast and information sessions on topical viticultural issues. • Sustainable Australia Winegrowing (SAW) Barossa roll-out. • The Barossa Wine Show, enabling winemakers insight into the region’s benchmark wines. • Creating Consumer Value and social media workshops. • Succession planning expertise; insight into profitable business models; Barossa vineyards cost of production information. • Support of young grape growers thorough Barossa’s “Next Crop” leadership program and mentoring circles. • Collaboration with DEWNR, Natural Resources, SA Water and EPA on Barossa water and waste management issues. • “Creating Resilient Landscapes in the Barossa” environmental initiatives. • “GrowCare Barossa” crop watch and pest and disease advisory service for grape growers.
Steve Schiller, Tractor Tread Vineyards “I’ve become more involved in BGWA grower programs as I’ve seen the benefits flow back to my business. Being a part of the Next Crop created plenty of new networks and opened my eyes to the possibilities and opportunities as a Barossa grape grower. And initiatives like the pruning expos featuring international specialists are hugely valuable as I work to build the quality profile of the vineyards I own and manage on behalf of my customers. It’s important that wineries who buy this fruit know the vineyards are managed with quality front of mind. I reckon what I pay in levies to BGWA is a small price to pay for the value it creates for my business and I’d encourage any grower to support what they do. They’ve done a great job working with grape growers and winemakers to get Barossa to where it is.” Steve Schiller, Director
how you can become involved in BGWA
THE BGWA BOARD AND THE EXECUTIVE TEAM ACTIVELY ENCOURAGES ITS MEMBERS TO GET INVOLVED THROUGH COMMITTEES, WORKING GROUPS, FORUMS AND THE AGM. ALL BAROSSA GRAPE GROWERS AND WINEMAKERS HAVE THE OPPORTUNITY TO CONTRIBUTE TO SHAPING THE FUTURE OF THE REGION THROUGH THE REFINEMENT OF THE ORGANISATION’S STRATEGY AND THE DEVELOPMENT OF ANNUAL OPERATING PLANS. These are examples of some of the committees and working groups that members can become involved in. Committees: Grape Barossa, Wine Barossa, Barossa Wine Show. Working groups: USA Round Table, Vinexpo Hong Kong Group, Generations Lunch, Barossa Grounds Project, BGWA Demonstration Vineyards, Creating Resilient Landscapes in the Barossa projects, Eden Valley Riesling Group, Barossa VitiTech Group.
Justine Henschke, Henschke Wines “BGWA has provided a support structure for producers/growers/ winemakers/marketers alike to form breakout groups for driving and championing the strengths of our region. For example, John Hughes is doing a wonderful job leading the Eden Valley Riesling Committee, a group that has formed to continue to raise awareness of this regional varietal hero, and BGWA has provided the support to do so. BGWA provides networks for those who are new to the region, or returning to the region, like myself. The opportunity to co-host international media and trade with other producers is a valuable part of membership, and these relationships can be very powerful when followed up overseas in-market.� Justine Henschke, Marketing & PR Manager
Member Benefit Check List
THROUGH LEADERSHIP, INNOVATION AND AC GROWER AND WINEMAKER. PAYING A LEVY OF A RANGE OF INITIATIVES, SERVICES AND HERE’S A SUMMARY OF JUST A FEW EXAMPL
BUILDING YOUR BRAND Barossa.com is the region’s most visited website and Barossa Dirt a best-in-class digital communications platform • List your winery on barossa.com. • Upload details of your event via the Australian Tourism Data Warehouse for creation of an event listing on Barossa.com and promotion on BGWA communications platforms. • Submit stories, images and video for distribution and promotion through BGWA digital media platforms. Printed marketing collateral • Every member winery is entitled to a listing for their cellar door or tasting by appointment in the annual Barossa Touring Map.
CREATING MARKE
Participate in and present yo through an extensive calend masterclasses and tastings • Vinexpo Hong Kong and B programs, trade buyer an
Barossa Wine School • submit wines for classes groups when they visit th
Barossa Wine Show • submit wines into the Ba the exhibitor’s tasting.
Barossa Wine Chapters Auct • list your wine and experi regional wine auction.
Market development worksh programs.
CTION, BGWA IS COMMITTED TO CREATING VALUE FOR EVERY BAROSSA GRAPE EACH VINTAGE AND BECOMING A MEMBER ENTITLES YOU TO TAKE ADVANTAGE ACTIVITES THAT WILL BENEFIT YOUR BUSINESS. LES
ET OPPORTUNITIES
our wines to the world dar of events, trade shows,
PROVIDING RESOURCES & CONNECTIONS
Bordeaux, Wine Australia visit nd media visits.
Access to BGWA Member Tool Kit • including presentation templates, maps, imagery and video’s. • Barossa Grounds Toolkit including maps, brochures and technical reports, videos, images and soil kit.
and host Barossa Wine School he region.
Networking and knowledge-sharing • opportunity to network and share knowledge at a range of BGWA-organised events throughout the year.
arossa Wine Show and attend
Connections with industry associations and government at all levels.
tion iences in Australia’s leading
hops, forums and training
Access to the BGWA member area on barossa.com where you can list grapes for sale. Leadership opportunities via BGWA committees, working groups and the board, and become involved in decisionmaking at a regional industry level. Stay up-to-date via the weekly BGWA e-news.
IMPROVING YOUR BUSINESS CAPABILITY Best practice viticulture • view current best practice viticulture on BGWA demonstration vineyards • attend grower breakfast and information sessions • access “GrowCare Barossa” crop watch pest and disease management advisory service. Develop business capabilities • access to Barossa vineyards cost of production information and insight into profitable vineyard business models. Resilience (environmental, social and financial) • be supported as a young grape grower through Barossa’s “Next Crop” leadership program and mentoring circles • join the BGWA/NRM “Creating Resilient Landscapes in the Barossa” environmental initiatives • participate in Sustainable Australia Winegrowing (SAW) Barossa.
Fiona and Daniel Habermann, Habermann’s HÜhe Barossa grape growers must adapt to changing weather patterns, emerging technologies and evolutions in viticultural practices. We need to be proactive in responding to these challenges, and BGWA has been a valuable resource for many growers who have integrated learnings from the workshops and information-sharing sessions into their vineyard management plans. Growers are encouraged to put concerns and ideas forward on a regular basis, giving us confidence the BGWA has a good understanding of the region and the issues facing businesses like ours. We make an effort to play an active role in BGWA because this is our livelihood. If brand Barossa has a strong voice and a clear strategy, everyone in the local wine community will reap the rewards. Fiona and Daniel Habermann
Levy Structure South Australia’s grape and wine industry has access to a reliable source of funds through the Wine Industry Funds. This gives it the capacity to innovate, the ability to adopt best industry practice, and the resources required to respond positively to the demands of the modern market place. Primary Industries and Regions SA (PIRSA) administers funds established under the Primary Industries Funding Schemes Act (SA) 1989 and makes payment to a body representing the fund contributors. The Barossa Wine Industry Fund (WIF) supports the operations of the BGWA. Who contributes Barossa WIF fund contributions are payable by: • growers of wine grapes • winemakers who grow wine gapes • winemakers who purchase grapes from a grower for processing into wine • winemakers who grow their own grapes. Making a financial contribution from grapes grown or processed in Barossa is the pathway to becoming a financial member of BGWA. When to pay Contributions are due to be paid to PIRSA by 30 June each year.
How contributions are paid Depending on the fund, these contributions are payable: Wine grape growers Grape grower contributions are collected by a winemaker and paid by the winemaker to PIRSA. The winemaker is entitled to deduct the grape grower contributions from its payment to a grape grower. Winemakers Barossa WIF winemakers pay a contribution based on one of the following: 1. The processing of grapes grown by a grape grower. OR 2. Grapes grown by the winemaker. Grape growers making wine under contract • Are deemed to be a winemaker and must pay the winemaker contribution and deduct the grape grower contribution on any grapes they purchase. Intermediaries Winemakers are responsible for sending contributions to PIRSA for all grapes they process. This
includes all of their own grapes and any they process for others. The winemaker is also responsible for making contributions for any intermediaries involved in the sale of the grapes. Wineries in other states Winemakers operating out of South Australia must: • collect and pay in grape grower contributions and/or • contribute themselves, to receive direct benefits or services funded by payments from a fund. 2017 contribution amounts by region: Barossa • Grower: $8 per tonne. • Winemaker processing of Barossa grapes grown by a person other than the winemaker: $7 per tonne. • Grower and winemaker of Barossa grapes: $7 per tonne. Capped contributions Barossa Wine Industry Fund: Contributions are capped at $48,000 in respect of contributions payable by a winemaker or a grape grower. Visit PIRSA website
How can the BGWA team help you? “I’m always available to take a call, or send me an email if you’re interested in discussing BGWA strategy or would like to share your views on government and industry policy issues.” James March, CEO. james@barossa.com. M: 0409 545 995 “I can help you benefit from initiatives such as Barossa Wine School, Barossa Wine Chapters Auction and other events and shows in Australia and overseas, plus working with other regional industry associations.” Annabel Mugford, Strategic Operations. annabel@barossa.com. M: 0448 763 125 “If you want to participate in the Barossa Grounds Project, BGWA’s demonstration vineyards and any of our other vineyard improvement programs, or if you need advice about succession planning or have questions about your winery relationship, please don’t hesitate to give me a call or email.” Nicki Robins, Viticultural Development Officer. nicki@barossa.com. M: 0426 252 396 “I’m usually the first point of contact. If I can’t help you, then I’ll find someone who can. When it comes to any of the events we manage, then I’m definitely the person to talk to.” Ashleigh Fox, Events/Visits and Office Manager. bgwa@barossa.com. T: 8653 6350 “I am here to help you tell your story. If you have news, images or videos, please send them through to BGWA so we can share with our global audience of Barossa wine lovers. Annemaree Clementson, Communications & Marketing. annemaree@barossa.com. M: 0400 252 250
BAROSSA GRAPE & WINE ASSOCIATION 1 John Street , Tanunda SA 5352 PO Box 420 Tanunda SA 5352 +61 8 8563 0650 bgwa@barossa.com www.barossa.com/members/barossa-grape-and-wine-association
Facebook: @barossadirt Instagram @barossadirt Twitter: @barossadirt #BarossaDirt Version 1: June 8 2017