Since its inception in 1994 the Wine Industry Outlook Conference has become the most important annual event for Australian winery managers, winemakers, viticulturists, marketers and strategists.

It has also offered the investment and banking community, government, media and students a unique annual opportunity to update their knowledge about one of Australia's fastest growing sectors.

The 2000 conference in Melbourne attracted 450 delegates to witness the launch of the industry's Marketing Decade strategy which outlined the dimension of the wine industry's opportunity and challenge for the next 10 years.

The Marketing Decade highlighted the special challenges facing grapegrowers and winemakers, with particular emphasis on the need to upgrade quality, manage supply growth and strategically position for rapid change in the wholesale and retail sectors.

The 2001 Wine Outlook Conference will respond to these challenges, shifting the industry's attention from big picture concepts to practical solutions, especially for small and medium sized enterprises.