ORANGE wine brands are finally backing themselves and the results are delicious, according to Wine Australia’s chief executive.
Andreas Clark was at Orange Agricultural Institute on Wednesday and Thursday for a wine and agricultural industry innovation forum, led by the NSW Department of Primary Industries.
The event was aimed at updating participants on research, key export markets and future opportunities.
In the past, Orange as a brand wasn’t front and centre.
Mr Clark said Orange’s wine industry had grown in confidence and the chardonnays were standouts.
“In the past, grapes from here and other regions have been made into bigger blends and Orange as a brand wasn’t front and centre,” he said.
“But what we’re seeing now is people are getting behind the brand for its ability to produce top quality cool climate wines.”
Mr Clark said the Chinese and United States export markets were becoming increasingly important, with Chinese exports growing by 40 per cent in recent years.
He said pests and disease remained concerns and the use of data and robotics in the future could allow vignerons to target certain rows and vines, rather than taking a blanket approach.
“It will be much more efficient, much more targeted and it’s going to reduce time and costs and the overall business input,” he said.
“It’s going to improve the bottom line and the productivity of the vineyard.”