There are many reasons currently given for the current export success of Australian wines. These include , technological superiority, climate, superior winemaking skills, the effects on the Europeans of the Chernobyl nuclear disaster, premium varieties etc. Often amongst these advantages there is the inclusion of marketing, or as the Australian Wine and Brandy Corporation like to call it 'progressive marketing,' S. Tolley (11.03.97). However despite these notable market successes that have been recorded by the Australian Wine Industry since 1985, can we truly claim to have a market orientated industry with 'progressive marketing' behaviour or has the successful marketing effort been fortunate enough to have coincided with a decidedly disorientated marketing approach practised by our major competitors?