Mr Moore, representing Margaret River on WIAWA’s Executive, said he looked forward to tackling many of the immense marketing challenges facing the West Australian premium wine industry to ensure a long term viable and sustainable future. “Xanadu Wines now exports to more than 35 countries and it has taken much hard work, market intelligence and perseverance to achieve this level of penetration in key export markets,” Mr Moore said.

“The reality is that the small to medium sized wineries in WA only export just over 10 per cent of production and we estimate this must increase to at least 60 per cent by 2007. We look forward to working closely with state and federal governments, industry and key stakeholders to ensure the WA wine industry maintains its strong contribution to regional tourism, employment and growth through taxation equity, marketing promotions and quality control.”

Mr Moore outlined his major challenges as boosting WA wine exports, building international awareness of Brand Western Australia, maintaining the quality from grape to glass and gaining the same level of support from the State Government that other state wine industries enjoyed.

“The reality is if we don’t boost exports to this level, there will be many small to medium sized wineries struggling to survive in this State,” Mr Moore said. “Through our marketing and education initiatives, we hope West Australian wines will soon be gracing more premium wine lists and fine retailers’ shelves around the world.

“However, if the Federal Government does not overhaul the draconian Wine Equalisation Tax and the State Government does not work with us to boost global awareness of premium WA wines, the reality is that many of our premium wineries and vineyards will no longer exist.” Mr Moore also paid tribute to the contribution of former President Denis Horgan, who has led the nation’s fight for taxation equity for Australian small to medium sized wineries.