Few Australian wine companies have the resources to acquire consumer relevant information to assist their strategic decision-making. This exploratory study examined the relationship between Australian consumers' wine expertise and their self-reported wine related behaviours, such as wine purchasing and consumption. A measure of consumer wine expertise developed specifically for the Australian consumer, comprising a wine knowledge test and an aroma identification (sensory) test, was used to segment 61 wine consumers into three expertise levels. A large positive correlation between wine expertise and formal wine training was demonstrated. Data showed that females dominated the low and males the high expertise groups, respectively. The high expertise level consumers spent more on wine, purchased more bottles and fewer casks per month and consumed more wine in a week than the low and medium expertise groups. Analysis revealed significant differences between the styles of wine consumed by the various expertise levels. A combination of Factor and Cluster analyses generated three distinct consumer segment profiles based on wine purchase drivers. These preliminary data indicate that wine consumers' wine behaviour may be influenced by their wine expertise. AbbreviationsBYO Bring your own (wine); HORECA hotel, restaurant, café

The wine industry has been criticised in the past for adopting a mass‐marketing approach but in the current ultra‐competitive wine market the inevitable outcome of a production rather than marketing orientation is almost certain failure. Whereas the Australian domestic wine market is currently experiencing a low growth rate, a precursor to any future growth strategy is a clear understanding of the market. Acceptance of market segmentation as a strategy to target consumers more effectively enhances the focus and differentiation essential to achieve growth in the wine market. Recently a new segmentation approach of lifestyle based on a cognitive deductive perspective that makes lifestyle specific to the area of wine consumption was developed by Bruwer et al. (2001). This process included the development of a wine‐related lifestyle (WRL) measurement research instrument and the identification of five wine‐related lifestyle market segments. In this paper, a study conducted in the Australian wine market on 363 consumers to empirically confirm or disconfirm the previously identified five wine‐related lifestyle segments is reported on. The further theoretically‐driven development and improvement of the WRL research instrument is also described.

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Background and Aims: Flowering and fruitset are principal determinants of grapevine yield. Poor fruitset is said to limit the yield of many varieties in most regions in Australia; however, there is a lack of knowledge of the reproductive performance of most varieties under Australian conditions. Methods and Results: The reproductive performance of Vitis vinifera winegrape varieties -Cabernet Sauvignon, Chardonnay, Merlot, Nebbiolo, Pinot Noir, Sangiovese, Sauvignon Blanc, Shiraz, Tempranillo, and Zinfandel -was studied in four consecutive growing seasons (commencing in 2004/05) across a range of climatic regions from cool (Adelaide Hills) to warm (Adelaide Plains). Measures of reproductive performance included flower number per inflorescence, fruitset (%), berry number per bunch, coulure index (CI), and millerandage index (MI). Principal component analysis and agglomerative hierarchical classification were used to group the varieties into three classes of reproductive performance. Conclusions: Certain varieties have a reputation of having 'poor fruitset' that has been inferred from relatively low berry number per bunch; however, for some of these varieties, it is 'low flower number per inflorescence' rather than 'poor fruitset' that is the cause of low berry number. Significance of the Study: An improved understanding of the reproductive performance of winegrape varieties has been achieved.

Background:The transcription factor Krüppel-like factor 4 (KLF4) is a critical regulator of endothelial cell biology. Results: Sustained expression of endothelial KLF4 limits tumor growth by creating ineffective angiogenesis. Conclusion: KLF4 is an upstream regulator of angiogenesis in part by mediating Notch expression and activity. Significance: KLF4 regulates sprouting angiogenesis and may be a therapeutic target in regulation of tumor angiogenesis.