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The Australian wine industry has achieved both domestic and international market success over the past three decades, most of this success having been achieved by wineries located in South Australia, Victoria, New South Wales and Western Australia. However, over the past decade, the Queensland wine industry has experienced a greater percentage growth than the national average interms of the number of producers, tonnage crushed and the value of exports, though admittedlyfrom a very low base. The aim of the exploratory research undertaken for this paper was to gain a better understanding of the factors aiding and inhibiting the Queensland wineries in achieving market success. The population for the study included all Queensland wineries (ANZSIC code2183). The survey instrument was a questionnaire that was targeted at the Marketing Manager of each winery (the key informant). The major part of the study entailed a formal survey followed by quantitative analysis. The findings from the study indicate that the limitations in terms of the small size of the wineries and the lack of reputation of the Queensland industry have been overcome by niche marketing, rising quality, identifying distinct wine regions (clusters), generating destination branding, and promoting wineries as part of the tourism and service industries, rather than as simply the wine making industry.
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