Financial Times

'Australia is alone in how seriously it takes wine marketing,' says JANCIS ROBINSON MW. The University of Adelaide has 600 students in its wine business and marketing school, compared to 10 students in the MBA course run by the University of Bordeaux, she reports. But while the clever Australians have 'seen their global market share zoom skywards over the past decade', there's no longer enough jobs for the growing multitude of wine-marketing graduates. Robinson talks to one such graduate, Jennifer Lynch, who has brought her skills to Britain, 'where there is a desperate need for more marketing expertise in the wine business'. When asked what could be done for French wines, Lynch suggests: 'De-mystify! Adding things like back labels and better labelling in general will help them enormously.'