Slate takes an insightful look at factors contributing to the sharp downturn suffered by the Australian wine industry which, depending on who’s reporting, has seen exports to the US fall by 15 percent to 26 percent in value during the last year. While a number of a uncontrollable circumstances – fluctuations in the global economy causing inflation in the Australian dollar and unforeseen environmental factors – can’t be dismissed, the most influential player in this current spiral might come down to branding.

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