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The Multiple Roles of the Australian Wine Show System

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The Australian wine show system aims to 'better the breed', raising Australian wine standards. It does this by supporting learning within the show system and influencing other systems in the sector more broadly. This study reports on the results of 63 interviews with a range of actors in the industry. The findings show wine shows influence learning about wine quality and saleability on multiple levels, and that their perceived legitimacy is a vital driver of the show system's effectiveness. Shows connect actors, provide a mechanism for learning and knowledge sharing and support wine marketing. This paper's main contribution is to show how wine shows act to influence a range of sectoral dynamics, both closely connected with wine shows and more distant factors such as labour markets and the research and education systems. The research shown in this paper shows up six roles for the Australian wine show system. The first four roles are, to some extant at least, well studied in the existing literature. The six roles are: 1) expert and independent judgement, 2) marketing and promotion, 3) winemaker learning, 4) social learning, 5) validation of winemakers and inputs, and 6) validation of innovations.
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Keywords: Australia; learning; wine shows

Document Type: Research Article

Affiliations: Centre for Industry and Innovation Studies (CInIS), College of Business, University of Western Sydney, Penrith South, DC, Australia

Publication date: November 1, 2009

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