Case study: Empowering the future of South Australia’s wine industry
11 December, 2025
The Art and Science of Sustainable Wine Business and Tourism Executive Business Program
In 2025, 12 South Australian wine industry professionals completed The Art and Science of Sustainable Wine Business and Tourism Executive Business Program, an initiative of the Great Wine Capitals Adelaide chapter delivered by the Adelaide Business School at the University of Adelaide (now Adelaide University).
Across 6 intensive days in May and June, the program strengthened participants’ skills in entrepreneurial thinking, brand development, digital communication, and cellar door experience design. It also created a cross-regional network of peers and mentors, building capacity for continued innovation and collaboration beyond the classroom.
Participants came from across the state and represented the full spectrum of the industry, from winemakers and cellar door managers to business development specialists. Among them were Hugh MacGillivray, Executive Manager, Direct to Consumer Sales at Langmeil Winery in the Barossa Valley, and Michelle Li, Winemaker at Knappstein Wines in the Clare Valley and founder of Ms. L Wines.
Though their backgrounds differ, one grounded in strategic leadership, the other in technical winemaking, both found the program transformative in shaping their approach to business, leadership and innovation.
Learning through collaboration and curiosity
For Hugh, the experience was a chance to benchmark his on-the-ground experience against structured business learning. “I never formally studied wine marketing, so I wanted to see how my on-the-ground knowledge compared to a degree-level understanding and where the gaps might be”. Hugh particularly benefited from the classroom dynamic, where regional and international perspectives thrived in lively debate. “It was powerful to be in a room where people came from different regions with similar but also very different challenges. The quality of teaching and conversation was excellent”.
Michelle echoes that sentiment. “The lecturers explained business concepts and terminology so clearly. I loved the case studies and real-world examples, they made it easy to see how to apply the learning directly to our own work”. Practical examples, like analysing booking.com’s website layout or exploring how iconic brands like Penfolds and Kimbolton engage their audiences, helped her connect theory with action. “Even the place of the button matters, even the colour matters. We can always update and try different things so we can check what’s the most efficient way.”
Michelle Li, Winemaker at Knappstein Wines
From insight to action
Both Hugh and Michelle were quick to put their new knowledge into practice. For Hugh, that meant overhauling Langmeil’s digital infrastructure. “Since the program, we’ve done a complete website revamp, integrated a whole new direct-to-consumer system and built in efficiency on Shopify.” The results were immediate: Langmeil reversed a steady decline in wine club membership, moving from losing 15 members a month to gaining about 30 each month.
Michelle focused her energy on refining her own business presence and communications. “There was one session about managing channels — websites, Instagram, Facebook — and how often we should post. Now I pay attention to when other brands post and ensure I am posting just as often.” She also became more strategic in approaching distributors. “When I approach new restaurants and potential distributors, I know what they want and I refine my storytelling more. My advantage is boutique, so I focus on smaller, private events—that’s where I get more chance.”
Confidence, leadership, and connection
For both participants, the most profound impact was personal. Hugh says the program validated his expertise and strengthened his leadership confidence. “It was validating to realise that I know what I am talking about and that I can bring successful things to an organisation.” In a long-established winery with deep roots, he now leads change collaboratively, ensuring innovation aligns with tradition.
Michelle experienced a similar mindset shift. “The most successful part is myself. I don’t feel anxious.” She’s also learned to engage customers with professionalism and grace. “If they are not into that wine, that’s fine, I still thank them for spending time to explore it and see if there’s the next chance to connect.”
Both highlight the enduring community formed during the course. “This program is not just about finishing the course and going home”, Michelle says. “It’s also building the connections with classmates and the teaching staff. It made me feel like I have somewhere to go, some people to talk to.”
Hugh MacGillivray in the Freedom 1843 Shiraz Vineyard
Looking to the future
Today, the program’s ripple effect continues. Hugh remains focused on driving innovation with care. “The wine industry has to innovate, but carefully. We are at a crossroads and we need to navigate this collaboratively if the industry is going to thrive.”
Michelle, meanwhile, is expanding her direct-to-consumer sales and eyeing new partnerships. “After the program, I have engaged in a lot of direct-to-consumer experiences, for example through the night market at the Adelaide showgrounds and started the market monthly. The next step is to contact distributors instead of individual venues… Small premium boutique distributors will be my next goal.”
Building a sustainable, connected industry
Together, Hugh and Michelle represent the spectrum of outcomes the Art and Science of Sustainable Wine Business and Tourism Executive Business Program aims to achieve: confidence, capability and collaboration across South Australia’s wine industry. The course equips professionals not only with practical tools and insights, but also with the mindset and community needed to sustain innovation long after the classroom doors close.
The Great Wine Capitals Adelaide, South Australia is a partnership between the Department of Primary Industries and Regions, South Australian Tourism Commission, South Australian Wine Industry Association and the University of Adelaide.