The Tasmanian wine industry is revisiting its brand reputation as it gears up for increasing production.
Tasmania's wine industry is tipped to grow, as new irrigation schemes expand the availability of land suitable for viticulture, combined with the growing demand for cool climate wines.
Advertising executive Guy Taylor, has been commissioned by the industry to evaluate the state's wine brand, with a view to grow the market in line with supply.
Mr Taylor says there have been numerous examples around the world of over planting.
"I don't think anyone wants to see that happen in Tasmania", he said.
"Preferably what we would like to see is the price point go up, rather than come down."
Mr Taylor has been visiting Tasmanian vineyards and examining how the market currently views Tasmanian wine.
"It's in a fantastic place, it's quite boutique with a very small number of very big players.
"It's in a fantastic place for evolution", he said.
"I think the Tasmanian brand is going to be much more driven by emotional, experiential connection.
"Rather than the oenological lexicon that is used to describe wine, virtually everywhere else in the world".
Mr Taylor says rather than impressing consumers, technical descriptions of wine deters buyers.
"The most common thing we heard, was that language tends to push people away from the purchase, rather than inviting them into the product.
"It was language developed for the cognoscenti not the consumer".
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