Here is an article by Stephen McMahon of TheAge an online newsite in Austrailia. Talk about a 'near death' business experience, 40% of the markets suppliers are losing money. (follow up to my previous post on change)

"OWNERS of Australia's 12,000 wine brands need to start thinking more like retailers and less like producers, if they are going to survive in an increasingly competitive market.

The 2005 Deloitte wine industry survey shows more than 40 per cent of wineries are making a loss and that export prices have decreased 33 per cent in the past four years.

Deloitte partner Gary Doran said only a change in thinking would save many wineries from going out of business.

"Given the maturity of the industry, real structural change is needed to reverse this price slump or much of this profit erosion will be permanent," he said."

Read more about Change in the Wine Industry.