School project regarding the clusters and the wine industry

1. Wine
Clusters:
Analysis
By: John Agricola

2. What’s a cluster?
“Clusters are networks of compatible or

competitive inter-related companies working
together to strengthen the industry market.
Each Cluster creates a commercial magnet

that attracts customers, investment and
innovation.
Why Wine?
The rich history of wine dates back to 6000

BC. Wine has become a huge business, and
has great potential for the tourism industry
here in Ontario

3. WINE CLUSTER
EXAMPLES:
Okanagan Wine Cluster
1)
Located in British Columbia, Canada
1)
Australian Wine Innovation
2)
Cluster
Located in Adelaide South Australia
1)
Ontario Wine Research Cluster
3)
Located in Ontario Canada
1)

4. Ontario is the most ideal place for research and innovation, as it is home
to four worldwide known viticultural areas such as the Niagara
Peninsula, Lake Erie, North Shore Peelee Island and Prince Edward
County.
A few members of the Ontario Grape and Wine Research Cluster
are:
The Wine Council of Ontario (WCO)
The WCO is a non-profit trade association with a leadership role in
marketing and establishing policy and future directions for the wine
industry in Ontario
Grape Growers of Ontario
This association plays as an advocate for al processing grape growers
in Ontario ensuring their grape growing needs are met.
The Vineland Innovation Research Centre
The Ontario Grape and Wine Research research
The objective of this organization is to become the world-class
1) institution and international hub for horticulture and floriculture
Cluster
research, innovation and commercial activity
Ontario is considered a New World wine
producer, with focus on premium winemaking

5. The Australian Wine Institute:
AWRI has contributed development and research and integrated
solutions for the wine sector in Australia for more then 50 years.
CSRIO Commonwealth Scientific Industrial Organization:
CSRIO contributes to improving the production, processing and
marketing of grapes and grape production.
Provisor Property Incorporated
Provisor is a resource provider for research and development,
technical consulting and contract research and development.
SARDI: South Australia Research and Development Institute
Delivers the innovation to enhance the food, fibre and
bioscience industries and living environmental systems.
The University of Adelaide
Established in 1874, the University is ranked in the top 1% in the
world in 11 research fields. Studies include: grapevine physiology and
microbial biotechnology.
2 The Australian Wine Innovation Cluster
it is in the cluster mode that the synergies appear: the
boundaries can quickly disappear and focus the combined
capabilities of the partners on any problem in any part of the
industry value chain”

6. One of the clusters is in Okanagan, BC. Out of the
seven economic clusters, wine has been identified
as one to watch as it is critical for the growth in the
region. In the surrounding areas, there are
universities, government and institutions that
support this cluster. The wine cluster in
Okanagan helps develop the tourism
aspect of this area as the wineries are a major
attraction and wine itself are a big part and sales to
local restaurants.
The Okanagan Wine Cluster 
3)

7. Market Development for the Ontario
Wine Cluster
Discussed in the win and culinary tourism
marketing strategy, emphasis should be focused
on 
“compelling high quality experiences for visitors, targeting high yield
visitors for whom wine and culinary experiences are a lifestyle
choice, and who have a high propensity to travel for such
experiences. Different strategies will be employed for the Ontario
market, the cross-border US market and longer-haul Canadian and
international markets.”
This effort would involve building awareness of quality Ontario
HOW? wines outside of Ontario through packaging and tourism
 promotion targeting extra-provincial markets. “There are a number
of synergies here”

8. VQA of Ontario. What is it?
The Vintners Quality Alliance of Ontario claims to not have a
direct role in marketing or selling VQA wines, however the VQA
labels which are attached to each wine bottle produced
in Ontario DO provide a sense of credibility and assurance to
customers who seek quality wines. Using this quality assurance
logo does have an impact on consumer perception of the
Ontario’s wine products.
VQA’s long term strategic goal…
“build a strong and credible appellation system, supported
by quality and label integrity, and to raise the recognition
and knowledge of each of Ontario’s wine appellations and
their unique features”

9. Bringing Wine Tasting into the 20th
Century
Rather then use traditional means of

Founders of iYellow Wine
advertisements, iYellow Wine Club utilizes
Inc. the social capabalities of the new web 2.0,
and provides participating Ontario wineries
with a cost effecient and effective way to
advertise their products and events, and
encourage a younger audience to take part
in wine tasting.
In today’s day and age, wineries must

recognize the importance of change, and
understand that sticking to traditional
methods of advertising is ineffective, and
adapting to new technologies (such as web
2.0) will be more effective in attracting
younger markets and having them get
involved in wine tasting, which was
considered an “old people thing”.
Visit: www.iYellowwineclub.com


10. Cuvee 2009: Ontario’s Wine “Academy
Awards”
The Cuvée awards, is a weekend red carpet event, celebrating the

outsanding Ontario wine and food industry in the heart of Niagara wine country.
It is a black-tie gala (much like the Academy Awards) where winemakers select
the winners and guests mingle with the stars of the Ontario wine and culinary
scene and travel the wine route (by red carpet) for special tastings. The award
ceremony took place on February 27th, 2009. The competition revue panel
involved 41 Ontario winemakers who tasted over 190 wines from 52 wineries
to determine the winners.
Awards were given to the following Wineries

based on their categories:
Red:
Cabernet Franc, by Cave Spring
Pinot Noir, by Niagara College
Meritage, by Tawse Winery and Strewn Winery
Shiras/Syrah, by Creekside Estates and Lailey Vineyard
White:
Red Blends, by Wayne Gretzky
Chardonnay Musque, by Cave
Spring
Gewurztamminer, by Calamus
Estate
Riesling, by Legends Estates
Sauvignon Blanc, by Peninsula

11. Niagara’s Need for More Marketing
Although the creation of wine is solely

Brock University
the artwork of the Oenology and
Viticulture (the science of
wine production) the business and
marketing aspect behind the finished
product plays a huge role in the success
of the wine; much like any other product
in today’s markets. With the rapidly
growing wine industry in Niagara, there
is a growing demand for business and
This idea will be vital for the emergence of
marketing.
the Ontario Grape and wine research
cluster while includes a range of partners
including: grape growers, wineries, the
Vineland Research and Innovations centre,
Niagara College, The University of Guelph
and the Ontario Ministry of Agriculture,
Food and Rural affairs. The groups’ aim is
to coordinate grape and wine research.