Maximising Wines Sales Through Tourism


Peter McAtamney

Principal: Wine Business Solutions (Australia)

Peter is the founding Principal of Wine Business Solutions (WBS), one of the only businesses globally whose sole focus is providing strategic advisory and management consultancy services to the wine industry. 

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 DtC wine business across Australia, New Zealand and South African and compares this information directly with the same questions asked of US wineries. 

WBS is one of the only private providers of wine business education in the Southern Hemisphere. Over 1400 wine business owners & senior managers have attended WBS’ wine business 2-day workshops during its 18 years of operation. Peter has 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, on the Marketing Committee for the New Zealand wine industry and an alternate board member for the NZ Winegrowers Board. 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 / board advisory positions with South African, Australian, Spanish and New Zealand wine companies. He has provided global strategic advice to the Austrian Wine Marketing Board, New Zealand Winegrowers, Wines of South Africa as well as many leading State, Provincial and Regional bodies. 

A regular speaker at wine events around the world, Peter has addressed Wine Vision (in both California & Spain), The Business of Wine and Food Tourism Conference (South Africa), the Austrian Wine Industry Marketing Day, Bragato (New Zealand) amongst other national events on topics including wine business management, direct to consumer marketing and on-premise sales.