Margaret River based winery, Celestial Bay was recognised for “Excellence in Exporting” at the 2008 Chamber of Commerce and Industry WA Wine Industry Awards.

The judging panel, chaired by Ted Avery noted that “Celestial Bay had a very well thought out strategy with a strong focus on a few key markets.

Celestial Bay is active in markets across Asia, Europe and North America.  Managing Director, Michael O’Brien said, “ We have developed and implemented market entry strategies across a range of export markets.  Our approach has been to build sustainable business based on strong, in-market relationships, correct pricing models and a long term commitment to success.”

Sales and Marketing Manager Larry Jorgensen added that the key has been to tailor a strategy that suited each market, utilising the strengths of the business where possible.  “For instance”, Larry said, “Our Export Business Development Manager in Asia, Nicholas Ng, was raised in Singapore and has extensive managerial experience in hospitality in the region.  His contacts and language/cultural fluencies have given us strategic advantages in gaining market entry and in building the relationships that are integral to success in Asia.  In the US, we have appointed the Yancey Marketing Group as our “man on the ground”.  Charles has a wealth of experience in the industry.  His contacts and understanding of the intricacies of doing business in the States have allowed us to build a strong presence in the market across a number of states.”

Mr Jorgensen also acknowledged the assistance of Austrade, from “dipping a toe in the water, to jumping in clothes and all.  Austrade offers assistance to all exporters and should be the first stop when embarking on an export program.”  Mr O’Brien agreed and added that any business should be prepared to allocate time in working with Austrade.  “We communicate regularly with our Trade Advisers, Manny Shea and Mat Lewis”, said O’Brien.  “And while considerable time and effort was required to apply for the Export Market Development Grant, the rebate has helped us in funding our overseas marketing effort.  Our Administration Officer Barbara Webster was un-compromising in her recordkeeping and fastidious in compiling the information required for the application”.

Mr O’Brien is optimistic about market development going forward.  “The decreased value of the Australian dollar has helped in every market.  We now represent even greater value.  We also believe that the focus on regionality by Wine Australia will develop the understanding that we produce wines that express the passion of the maker and the essence of the vineyard.  A region like Margaret River will benefit enormously from this.  I found it hard to believe that most American wine buyers did not identify our region as a producer of premium wine.  We are barely on the radar.  The potential in bringing our story to international markets is enormous.  We want to be a part of it.”