Business success through customer focus

Building a successful customer-centric business requires a company to think about how they interact with the customer and actions to constantly improve the experiences of its customers. This requires an understanding of the company’s unique selling proposition, key market trends and assessing the right markets for the company.  This session covers these aspects thanks to the contribution of key Australian and international wine business thought leaders.

Session Chair Introduction Dr Armando Corsi, Adelaide Business School
Setting the foundations for a bright future Claire Doughty, Brand Warrior Communications
Key consumer trends in wine sectorBen Luker, Wine Intelligence
What are the right markets for you?Liz Mencel, Hydra Consulting
How to talk to consumersJeni Port, Wine Writer
Are you ready for a digital revolution?Paul Mabray, Pix


Claire Doughty, Brand Warrior Communications

Collaborative, strategic and an optimist, Claire has close to 20 years of marketing experience; leading teams, high-end clients and building brands across Australia and the globe.

With a Bachelor’s Degree in Professional Writing and Communications, and a Master of Marketing from the University of South Australia’s Ehrenberg Bass Institute, Claire has explored her passion for marketing while working for globally recognised brands including Hardy’s, Banrock Station, Yalumba, Champagne Pol Roger, Oxford Landing and Westfield.

That love of marketing has also been explored in a retail capacity, giving Claire a solid understanding of the retail environment for wine, fashion, specialty, and convenience shopping.  Claire has worked in three Australian capital cities and in London, traveled extensively, and prides herself on having not just a national perspective, but a global one as well.

Claire founded Brand Warrior Communications with the goal of helping businesses achieve their goals and reach their full potential. Claire saw a gap in the market to combine marketing science and strategic thinking with creative execution. Claire loves that she has built a team of likeminded marketers and gets to work with a diverse range of businesses and people, with her main driver being to build brands.


Ben Luker, Wine Intelligence

Ben Luker is the Country Manager for Australia and New Zealand for Wine Intelligence, the global leaders in consumer wine insights. His passion for the industry has seen him spend over a decade working in nearly every aspect of the wine industry, including the on-premise, independent retail, commercial sales, marketing and winemaking operations. Away from Wine Intelligence, he makes small scale wines out of Western Victoria under his Good Clean Fun label.


 Liz Mencel, Hydra Consulting

Liz has 25 years’ experience in export marketing roles, 15 years specifically within the wine industry. Owned and operated successful wine export businesses over an 8 year period; initially exporting a dedicated Western Australian portfolio of regional wines to Japan and the USA, and later teaming with a large USA based importer/distributor to export a more diverse portfolio of wines (from Australia and NZ) to 20+ states across the USA. Later settled in the Margaret River wine region, taking on Export Sales & Marketing roles with Stella Bella Wines, Flametree Wines and Domaine Naturaliste.


Jeni Port, Wine Writer

Jeni Port is a Melbourne-based wine writer who started the wine column in The Sun News-Pictorial (now The Herald Sun) in Melbourne after finishing her cadetship at the paper, and has written on the subject for newspapers (The Age) and magazines (national and international) ever since.


 Paul Mabray, Pix

Paul Mabray has been a powerful change agent in the wine industry for over twenty years. He has been at the forefront of all major digital trends for the wine industry, working with and when they entered the wine-digital space. He founded two companies that significantly changed the digital US wine landscape, first by introducing winery e-commerce with Inertia Beverage Group that transformed into pioneering winery e-commerce and then again introducing social media and social customer relationship management with He is considered the wine industry’s foremost futurist and thought leader, harnessing the power and potential of digital tools and methodologies to move the industry into the future

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