Founder and Managing Director, Dig+Fish
Why did you decide to join the Wine Victoria board?
The Wine Industry has a proud history of regional, state and federal representation, and it is thanks to many who have stepped up over the years that so much has been achieved. I am Victorian and believe that a vibrant, united and commercially successful state wine industry is vital to the long term positioning and growth of wine brand Australia. So here I am!
What do you think are the biggest issues and opportunities facing the industry?
We all understand the major challenges of the current competitive landscape: exchange rates, tax and health. However, we also need to look at our brands. In the face of toughening market conditions one of the things we can do is get stronger and enhance our ability, as brands, to compete. So product and brand development to enable greater commercial outcomes is a challenge and an opportunity for those who can capitalise on it.
What's something that you would like to share about yourself?
I believe in the power of storytelling. In particular, how great stories shape great brands. I've loved reading and telling stories all my life, and am (almost) evangelical about the need to tell our wine stories in a better, more personal and engaging way.
What's your favourite wine, region or wine related activity? Why?
It's almost impossible to pick a favourite wine or region. The reason I focussed my career on wine and which still motivates me every day is meeting the characters, creators and custodians of our industry – hearing their stories, learning about them and their businesses is what I love most, particularly when it's done over a meal with a great wine in the glass.
Angie started her first communications agency in 2000, and has since gone on to become a leading authority in strategic marketing and brand communications for the food, drinks and leisure industries. In 2005, she formed Dig Marketing, which merged with 2Fish Management to create Dig+Fish earlier this year, a business that works across all sectors on brand strategy, public relations, experiential marketing and digital communications.
Angie regularly consults with industry bodies and associations on a wide range of issues from organisational structure, charter, business and marketing strategy. A respected speaker and passionate participant in industry, Angie is Chair of Wine Communicators Australia, a member of the Winemakers' Federation Steering Committee for the Future Leaders Program, and is a member of the Victorian Food and Wine Tourism Council.