A contemporary perspective of the Australian wine show system as a marketing tool

This research is an analysis of 30 interviews on the Australian Wine Show System. Many of the interviewees are highly influential figures in the Australian wine industry and all have an in‐depth knowledge of the Show System as either wine marketers, producers, show judges or a combination of these. The study found that although opinions were divided as to which aspects of the Show System were beneficial or detrimental, the system remains a considerable force in the production and promotion of Australian wine.