This paper, by Professor Ian Marsh and Brendan Shaw of AGSM, University of NSW, argues that the Australian wine industry has experienced remarkable change since the mid-1980s. Australia produces only 2% of world wine, but now holds 2.4% of the world wine market by volume and 3.5% by value. Industry collaboration has facilitated, or contributed to, the industry's general engagement with international markets and reinforced its commitment to innovation.