Columns

REMINDING YOUNG ADULTS TO REDUCE EXCESSIVE DRINKING

Simon Strahan is the Chief Executive Officer of DrinkWise.

In 2014, DrinkWise created the How to Drink Properly campaign. This was designed to make binge drinking to get drunk less socially acceptable among young adults, and to support those already drinking in safe and moderate ways. Tracking results have shown positive changes in attitude and behaviour with 40% of the target audience drinking less on a night out as a result of seeing the campaign. In December last year we launched The Internet Remembers, as an extension of the How to Drink Properly theme, to remind the target audience that the consequences of excessive drinking can live on forever through an unflattering social post or internet image. Using a collection of unsophisticated drinking moments, the campaign was brought to life on social media, in bars and in a series of augmented reality displays across the country. The Internet Remembers was borne from DrinkWise research which showed that while young adults are still most likely to drink excessively, and they see vomiting and making a fool of themselves as a greater risk than the long-term negative health effects of excessive consumption. Importantly, the campaign has inspired change in the target audience, with post campaign research showing that almost all of those surveyed (95%) agree the campaign message is important and four in five young adults felt the campaign encourages them to consider the consequences of excessive drinking. Furthermore, 36% said they would moderate their drinking as a result of seeing the campaign, 29% said they would consume more water while drinking, 24% said they would talk about the campaign with others and 23% said they would count their drinks. DrinkWise will continue to promote The Internet Remembers as part of How to Drink Properly, harnessing research insights to improve the relevance and resonance of the campaign with the target audience.

NANNY STATE?

Stuart Gregor is the President of the Australian Distillers Association (ADA) and co-founder of Four Pillars Gin.

I think everyone in our industry – whether we make spirits, wine, beer, run a pub, a bottle-o or a bar – is increasingly concerned with the inexorable overreach of regulation. Rules, security, regulation, red-tape, fun police – there is a sense in Australia that fun in a licensed venue is being frowned upon. I was in a bar in Sydney’s innerwest on a Friday night a few weeks ago and I counted no less than eight security personnel on doors looking for trouble among the punters, but also, and this might have just been my sense, even looking for trouble themselves. It was a bit intimidatory. And in the same week the AFL was facing the same accusations around security people intimidating supporters trying to have a good time at the footy. These are not isolated instances – they are part of an increasing, creeping sense that we can’t look after ourselves – that we can’t be trusted to have a good time. Having recently been in the Europe and the USA things couldn’t be more different. In both continents, people, punters, drinkers and revellers are essentially left to their own devices. Patrons are treated as adults who can make their own decisions. If they make bad ones they will be hauled over the coals, but in Australia we are looked upon as if we WILL make a bad decision and we should be stopped before we do it. It really sucks and it sucks the fun out of pretty much any social situation. I am all for RSA, all for people respecting others and behaving decently. But there’s a BIG difference between someone having fun and throwing off the shackles as opposed to performing a criminal act. I just wish we could all chill a little and relax. And have some fun. Responsibly – bien sur . . .

THE NECESSITY OF BEING DIGITAL SAVVY

Julie Ryan is Chief Executive Officer of Retail Drinks Australia.

Whilst there is undoubtedly greater awareness around the opportunities presented by digital technology, it appears that the vast majority of small business has been the slowest to embrace it. The survey results from this year’s Australian Retail Outlook found that 45.1 per cent of retailers identified e-commerce as their top priority for 2019, behind only increasing their turnover and margin. However, NetStripes’ 2019 State of the Nation Report found that only 14 per cent of Australian small businesses were fully digitally engaged. What this tells us is that liquor retailers understand the need for digital technology, but have been slow to adopt and incorporate it into their business. One of the most direct ways for liquor retailers to take advantage of digital technology is through online alcohol sale and delivery, so Retails Drinks has launched the first ever, voluntary, industry-wide Online Code of Conduct. The Code is intended to provide liquor retailers with a comprehensive blueprint on how to participate in the online alcohol delivery space in a safe and responsible way. Confirmed Code Signatories already account for over 80 per cent of all online alcohol sales in Australia. However, online alcohol sale and delivery is not the only digital means liquor retailers have at their disposal. Liquor retailers should adopt a digital strategy (web page, social media, SMS advertising) as well as access data insights on customers behaviours and buying trends to develop targeted and customised offers. Retail Drinks will be assisting its small business retailers understand all the possibilities of unlocking technology in their business as one of 15 industry associations selected by the Department of Employment, Skills, Small and Family Business for the Small Business Digital Champions project.

AUSTRALIAN CIDER CONFERENCE A SUCCESS

Sam Reid is the President of Cider Australia and co-owner of Wille Smith’s.

We’ve just wrapped up the Australian Cider Conference (Aus Cider 2019) held in Tasmania for three days, across Hobart and Launceston. The Tasmanian Cider community welcomed 80 plus delegates from around Australia. Everyone was very excited to showcase Tasmania and some of the amazing ciders being made there. Guest international speaker was Jayne Peyton from the UK, the World’s first pommelier (like a sommelier but for cider). The theme of the conference was cider and food matching. Jayne led a panel of cider producers, with acclaimed Chef, Rodney Dunn, from the Agrarian Kitchen, in an inspiring discussion on the topic. It was fantastic to hear Rodney’s perspectives on what cider can do with food that perhaps other drinks aren’t able to. The conference kicked off on Monday June the 3rd, co-incidentally World Cider Day, and we heard an update from Amelia Harris from Wine Australia on the export program. There are now 47 members of Cider Australia who have been approved to use the 100% Australian Grown ‘Trust Mark’, so expect this to show up in market a lot more in the next six months. We are excited to announce next year’s conference will be in Western Australia. This is fantastic timing as the Cider Community there look to kick-off a Cider Trail, similar to the one in Tasmania. It will also be a great opportunity for many of us to meet with the various Western Australian producers, who we often never see due to the tyranny of distance. I’m looking forward to it being the missing piece in uniting the Australian Cider community.

16.5 BILLION REASONS TO LOVE AUSSIE BEER

Brett Heffernan is the CEO of the Brewers Association of Australia.

The latest data on Australian beer’s economic contribution reveals that from grain to glass, it is a huge supplier of local jobs, a major economic driver and a serious revenue raiser for government. An analytical report by ACIL Allen Consulting reveals 84% of beer sold in Australia, is made by Australians. That domestic production supports almost 103,000 full-time Australian jobs and generates $16.5 billion-a-year in economic activity. Interestingly, despite the year-on-year exponential growth in the number of small brewers, they account for 3.4% of sales volume, with homebrew at 2.1% and imports at 16.2%. Exports run to 1.5% of domestic production volume. The three major local brewers (CUB, Lion and Coopers) account for 79.4% of sales volume. Locally brewed beer, independent of its flow-on effects through the broader economy, supports 12,564 full-time Australian jobs and generates $6 billion in economic activity. When you add in the jobs and economic inputs beer drives across agriculture (primarily malting barley and hops); the broader supply chain, including manufacturing, packaging and transport sectors; through to pubs and retailers; beer production in Australia underpins a massive 102,816 full-time jobs and $16.5 billion a year to the economy. The 2017-18 data on beer taxes is telling. Australian beer drinkers poured $3.613 billion into government coffers. Australian Government tax is the single biggest cost in the price of a beer. Based on a typical carton of 4.9% alcohol beer retailing at $51.00, a whopping $21.35 – or 42% – is tax.

PROTECTING AUSTRALIAN BRANDS FROM WINE FRAUD IN CHINA

Tony Battaglene is the Chief Executive of Australian Grape & Wine.

Australian Grape and Wine’s Damien Griffante and Tony Battaglene visited China and Hong Kong recently as part of a project aimed at developing strategies to protect the integrity of Australian wine exported to China. This was funded by the Australian Federal Government through the Agricultural Trade and Market Access Cooperation (ATMAC) programmme. The China market continues to be Australia’s major growth market, with a particular emphasis on higher price points. In fact, the volume of Australian exports to mainland China has been declining since July 2018 but value has shown an upward trend. In the 12 months ended April 2019, value has increased back up over $1 billion. From our visit, it is clear that wine fraud is common in China. Counterfeit product is widespread. In addition, copycat brands have increased as the Chinese government attempts to curb sale of fraudulent goods, and introduced criminal penalties for counterfeit. However, copycat brands imitate the trade-dress of a leading brand, its brand name or package design, to take advantage of the latter’s reputation and is subject to civil proceedings. Copycatting is pervasive and, in many cases, not illegal. However, when a copycat brand is so similar as to deceive the consumer, it becomes a serious problem for brand-owners. Recent cases concerning Penfolds copycat brands have demonstrated what the issue is, however, it appears that in China, many small brand owners are not aware their brand is being imitated or blatantly copied. They might not even sell their wine into China.The report identifies a number of strategies that will help protect the integrity of Australian wine and Australian wine brand owners in China. Central to success in this area will be enhanced cooperation between Australian and Chinese regulatory authorities, and recognition that this a shared problem and the solutions are shared solutions.

NEW EDUCATION PROGRAM A WINNER FOR THE WINE SECTOR

Andreas Clark is Chief Executive of Wine Australia.

The Drinks Business Awards 2019 in London were special for Wine Australia. Our new education program Australian Wine Discovered was awarded Best Trade Campaign of the Year. Announcing the results at a packed-out ceremony at the London Wine Fair, judges said, ‘This year’s standout campaign was bold, ambitious, comprehensive and mindbogglingly detailed, while doubling as a teaching tool.’ Created as a modern take on wine education, the primary aim of Australian Wine Discovered is to capture the innovation and excitement surrounding the Australian wine category and create more ambassadors for Australian wine globally. For on- and off-trade drinks professionals, this means free, open access to educator guides, tasting sheets, videos, PowerPoint presentations and more – everything you need to host wine dinners, tasting events or staff training. You might be presenting a master class on classic yet diverse Australian Chardonnay, or the unique tastes and characteristics of Cabernet Sauvignon and blends. Either way, the detail and depth of knowledge showcased in the videos and training modules make it incredibly valuable for sommeliers, restaurant and hotel owners or waitstaff. The information is relevant, upto-date and can be tailored for the needs of its users. Some modules are also available in Simplified Chinese. Since launching Australian Wine Discovered, we’ve been raising awareness of the programme through social media campaigns and education zones at major trade events. With more than 20 modules and 200 downloadable assets, visit www.australianwinediscovered.com to discover more. Australian Wine Discovered is supported by the Australian Government’s $50 million Export and Regional Wine Support Package.

SUPPORTING BREWERS FROM TAP ROOM TO PACKAGED BEER

Jamie Cook is President of The Independent Brewers Association

Since the successful release of the IBA Beer Labelling Guidelines, our quality committee has been working hard behind the scenes on their first offering to members. Last month, we released the IBA Beer Recall Plan and the Beer Recall Information Document, to help independent brewers prepare for the unlikely event of a recall. For breweries that had previously sold beer only through their tap rooms, moving into the packaged beer market is often a big step in the life of a brewery. Supplying and distributing beer to trade comes with both an increase in production and an increase in responsibility, both to end consumers and to trade customers. In light of the industry’s response and uptake of the IBA Beer Labelling Guidelines, we created the Beer Recall Plan as part of a series of quality initiatives to help brewers navigate this territory. The reality is that even breweries with the best intentions and the most stringent quality controls may find themselves in a situation where they need to conduct a recall. Whether due to an issue with raw ingredients or a defect in packaging, there are always going to be variables that are outside of breweries’ control. The IBA Beer Recall Plan is designed for brewers, giving examples and scenarios that are specific to beer and providing step-bystep instructions all the way through the recall process, from identifying issues to communicating quickly with relevant stakeholders. While a beer recall plan is a safety net that breweries hope never to have to use, the Recall Plan ensures that breweries are prepared to work with the supply chain to ensure a smooth process in the event of a recall. Our quality committee is working on a suite of initiatives for our members, to help them mitigate the likelihood of ever having to use their recall plans.

SMART INTERVIEW QUESTIONS

Simone Allan is founder and director of Mondo recruitment agency.

In hiring staff, the interview is just the start. In this litigious world we cannot ask questions about age, marital status, religion or any deep personal questions for fear of breach of privacy. This is crazy. We need to get to know a person to consider them for hiring. Curious questioning and asking a question in a different way often leads to great insights. As a seasoned recruiter of 25 years, placing more than 2700 leaders in business, here are some savvy, curious and qualifying questions:

Why do you do what you do? What makes you get out of bed in the morning?

Motivational drivers.

Would you say your smart or you work

hard? Showing attitude to work.

Tell me about the rhetoric you took on in your upbringing? What was the conversation around the dinner table? Gathering personal life information.

What is the conversation now around

your dinner table? Current personal life information.

Why our company? Have they done their research?

When was your most recent performance

review? What were your highs/lows? Are they reflective?

What are your biggest mistakes in life?

Allowing space to be open and to check their ability to learn from mistakes.

Tell me about your world? Allows for sharing of private information.

I hope some of these smart questions will help you navigate identification of great Doers rather than non performers.