No one can deny the global competitive success of the Australian wine industry, going from net importer to renowned exporter of high quality wines in just over a decade.   But what are the ingredients of this success?  Paradoxically, the ability to build premium global brands from formerly domestic commodity products has been the result of extensive collaboration among competitors in the industry. 

Through deliberate strategic planning, the industry shifted orientation towards global markets, evidenced by a large number of firms participating in export markets.  By harnessing knowledge within the industry, firms can embrace technical innovations in production, enabling them to respond quickly to changing tastes and demands from the diverse global market.  While strategic collaboration has provided the framework for success, ongoing engagement as an industry of diverse competitors is required to sustain a competitive advantage.