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Photo courtesy of Shaw Vineyard Estate

Photo courtesy of Shaw Vineyard Estate

Local winery yields fruitful opportunities

14 August 2018

Graeme Shaw has been doing things differently since he first opened his Murrumbateman family winery in 1999. He’s kept overheads down by using processing equipment from a larger vineyard, he’s held live sale events that get broadcast to thousands of users in China via Taobao, and he’s had an ongoing relationship with the ANU College of Business and Economics (CBE) through providing opportunities for students to work as marketing interns and run cost benefit analyses.

In the last few years, Graeme has been putting a lot more effort into engaging with the international market, particularly in Asia, where the popularity of wine has seen a tremendous surge recently. Although they began with a traditional distributor in China, Shaw Vineyard has been forced to adapt to various changes in how that market works, which led them to try new approaches. In 2015, the company was a client in the ANU International Business Plan Competition, which was part of the International Marketing and Global Marketing courses at CBE. Students worked in groups to prepare full international business plans for the vineyard to export their wines to China and Japan.

As new parts of the world enter into the wine market, it’s increasingly important to re-evaluate marketing strategies to best connect with these areas. Although Graeme runs this aspect of the business himself, he has also used the fresh perspectives and new ideas of CBE students by offering them internships. This gives students the chance to get hands-on experience in a business and to make industry connections that will help them later. Graeme has been very positive about his experience with CBE students and alumni.

“We’ve been involved with about four different business case studies, where they come out and go through your business and put forward a proposition. In every case, we found valuable bits--there have been things we’ve taken on board and it’s been really worthwhile. Unfortunately, there’s not enough private business taking advantage of that.”

Since 2016, Shaw Vineyard has been the sponsor of the Shaw Vineyard Estate Prizein Global Marketing and Shaw Vineyard Estate Prizein International Marketing for the top students in the Global Marketing and International Marketing courses respectively. A current CBE student, Phoenix Tian, will be working with Graeme as an intern and is very excited about what she might learn in this time.

“As a marketing student, I would love to put what I’ve learnt in to practice and see a growth in their sales. It’s a great opportunity to work with a real business to learn how to apply theories in a more practical and realistic way.”

Graeme is re-opening their cellar door shortly in a new building that is designed to take advantage of the vineyard views and the rural aspect of the estate.

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Updated:   22 January 2019 / Responsible Officer:  CBE Communications and Outreach / Page Contact:  College Web Team