MW Topic of the Week: Generic/Regional Promotional Boards

Regional bodies have a wide range of groups they represent, have different reasons for existence, and different ways they operate. They also have varying levels of impact. This Paper 4 question from 2013 asks:

Assess the role and importance of generic bodies (such as Wines of Australia and Wines of Portugal).        

It asks candidates to look at the importance of bodies that represent a region and thus lots of different producers: examples from a variety of countries, how they developed historically, what they do, how they work, how effective they are, and what issues there might be. In analyzing their importance, candidates should look at a variety of markets, both mature and emerging, and consider whether or not there is any impact.

Examples of programming are important, but so is an understanding of budgets and ROI. Who do these bodies matter to? Where is there impact on the supply chain? What are effective examples of programming? Are there instances where they don’t make any sense? Importantly as well, how is impact measured?

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  • I also think generic bodies have the potential for changing industry norms, which is quite powerful. NZ Wine requires participating producers to be certified sustainable by Sustainable Winegrowing New Zealand or via a third-party alternative such as organic, biodynamic, or ISO 14001.

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