Show Us The Money – Optimising Sustainable Profits from Wine Tourism


Peter McAtamney

Principal: Wine Business Solutions (Australia)

 Peter is the founding Principal of Wine Business Solutions (WBS). Since establishment in 2003, over 330 wine businesses, globally, have paid WBS for management consultancy services relating to becoming more profitable and sustainable. 

To inform best practice advice, WBS produce the only research into what is on wine lists in 6 of the 7 largest markets for imported wine as well as Australia, New Zealand and South Africa. WBS also benchmarks Direct to Customer wine business across Australia, New Zealand and South African, comparing with US data. 

WBS is one of the only private providers of wine business education in the Southern Hemisphere. Over 1600 wine business owners & senior managers have attended WBS’ 2-day wine business workshops. Peter studied Marketing and Strategy at Columbia University, New York. He has taught Marketing, Strategy, Sales Management and Business Culture as part of the University of Technology, Sydney MBA Program. 

Peter’s corporate experience includes a Managing Director role with a public listed wine company during which time he was Chairman of Wine Marlborough as well as on the marketing committee and a board member of New Zealand Winegrowers. His 30 + year career in the wine industry includes 10 years working in global distribution management and global strategy formulation for such well-known brands as Freixenet, and Wine Marlborough. 

Peter holds and has held board and advisory positions with South African, Australian, Spanish and New Zealand wine companies. He has provided global strategic advice to many National, State, Provincial and Regional bodies. 

Peter is a regular speaker at wine events around the world on topics including wine business management, direct to consumer marketing, export marketing, distributor management and On-Premise sales.