Robin Shaw


Robin is passionate about all things wine and tourism which has culminated in a wine industry career spanning more than 15 years. Her experience has been gained in a variety of roles which have led her to a position as Director, Tourism & Member Services for the industry’s peak body, the Winemakers’ Federation of Australia.

Robin’s interest in the wine industry was sparked when she took on an administrative role with the family-owned De Bortoli Wines in the early 1990’s. She then embarked on a management career that included operating a national direct marketing wine business that eventually led her to the Barossa Valley in South Australia. There she gained experience managing small and large cellar doors, including the internationally renowned Jacob’s Creek Visitor Centre, and formed the Barossa Cellar Door Managers network.

Robin’s next major role was with the South Australian Tourism Commission where she researched and produced the South Australian Wine & Food Tourism Product Manual while also lecturing in Tourism at Murray TAFE for the Diploma of Wine & Food. In 2004 Robin received a prestigious Winston Churchill Fellowship to undertake a study tour of wine tourism. This research was integrated into the comprehensive Wine Tourism Toolkit CD, released nationally in October 2005.

In her current role, Robin is responsible for enhancing the relationship between the Australian wine and tourism industries for their mutual benefit and devising specific business development programs for wine producers.

Robin has coordinated and facilitated projects such as the Australian Wine & Food Tourism Conference (2005), WineSkills business and tourism workshops (2005-2009) and the national cellar door benchmarking program, CellarDoorMETRICS (2007/08).

Robin maintains active involvement in wine tourism at State and National level and is also regularly invited to share her knowledge through participation in major conferences, steering committees and workshops across Australia and internationally.