Tasmania's wine marketers, should not assume everyone knows about and appreciates Australian wine, according to a national wine writer.
Tony Keys is a wine journalist and former award winning UK wine retailer who specialised in Australian wine.
He was one of the speakers addressing Wine Tasmania's conference in Hobart today.
Tony Keys says the industry needs to view the sector from the consumers perspective.
"People have never been as interested in wine as those that are involved in the industry would like to think they are.
"If you were in the UK you would find a huge amount of Brazilian wine coming in.
"Why Brazilian? Because they've got the World Cup.
"This is the message I'm trying to get across, it's not always about wine and the quality of the wine".
Tony Keys says Australian and Tasmanian wine is a high quality product, but wine is also a fashion product.
"I think the wine industry has to be very attuned to the fashion of what is going on in the world".
