The meaning of Wine Australia has morphed once again. When I was chairman of Wine Australia from 1998-2004 it referred to the biennial all-industry promotional event. Thereafter it became the name of the Australian Wine & Brandy Corporation overseas activities. Now it has been adopted as the name of the Corporation itself. A+ Australian Wine is to become the bi-line for the overseas and domestic promotional work by Wine Australia. The A+ business to one side, it makes life a whole lot simpler.