Bethany Wines' Geoff Schrapel says the Barossa "brand" could be marketed more strongly for the benefit of the whole region.

This comes after Mr Schrapel attended the fourth Australian Wine Marketing Conference held in Adelaide recently - where industry experts explained that opportunities still exist across all markets.

Keynote speakers at the conference included wine experts from Asia, Europe and the United States as well as financial and retail specialists.

All speakers agreed the wine industry must work harder to understand its customers, while growth areas were recognised in Japan, China, the USA as well as bistros and cafes within Australia.

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