New AWI CEO appointee Bryan Fry. Photo- supplied AWI.
WILL Australian Wool Innovation’s appointment of former wine industry leader Bryan Fry as its next chief executive officer, mean the end of generic wool marketing?
Mr Fry is the former chairman and CEO of Pernod Ricard Winemakers and a supporter of ‘premiumisation,’ rather than generic or commodity wine marketing, targeting consumer trends and premium brands.
He has been appointed to take over the AWI CEO role from current CEO John Roberts on 9 March this year.
AWI has attracted consistent criticism for its focus on generic wool marketing campaigns considered to have had little proven impact on raw wool prices to growers or longterm demand. These have included ‘Wear Wool Not Waste/Fossil Fuel’, ‘Merino Wool: No Finer Feeling’ and ‘The Best Wool in the World’ campaign that promoted wool to Australians.
In a 2024 opinion piece on Sheep Central, WoolProducers CEO Jo Hall proposed that the focus on the weighting of marketing in levy expenditure needed a serious rethink “as it has been proven time and again that generic marketing does not work.”
In 2025, WPA released an Episode 3 report that found that AWI’s wool marketing spend did not have a meaningful impact on the wool price benchmark – AWEX’s Eastern Market Indicator.
Former AWI product development and innovation general manager and international textile consultant Jimmy Jackson said AWI’s marketing campaigns had tended to be generic and there were opportunities for marketing to be more targeted, and for greater AWI investment in textile innovation.
Mr Jackson said he did not know Mr Fry, but it sounded like he is going to bring a new pair of eyes to AWI and a premium product focus.
“And I don’t think he has any wool baggage … everyone else we’ve had over the last decade or two has had some wool baggage, they’ve got relatives, they’re on farms, they’ve been wool brokers. Exporters, they’ve had some connection.
“He’s going to stand back from that, I would think.”
Bryan Fry and premiumisation
On his LinkedIn page, in describing strategy development for the Pernod Ricard Winemakers wine business, Mr Fry wrote that he “regrouped a wine business fractured from drifting consumer appetites.”
“Profitability had flatlined. I brought the business together around a strategic vision and stripped out distractions.
“Wine had become just 7% of a much larger global spirits business, and structurally, the margins no longer fit,” he wrote.
“Premiumisation became non-negotiable. I quickly moved from legacy labels to higher-value offerings, adjusted the portfolio mix, and redeployed capital where it had the greatest impact.
“Together, we rebuilt the business and reignited belief.”
Victorian sheep producer/wool grower and former wool brand owner Peter Small said he hoped Mr Fry instituted a “top to bottom” review of the whole AWI operation, including the effectiveness of AWI’s marketing/promotion versus research and development levy spend over the last 10 years.
Mr Small said AWI’s wool marketing programs had been largely generic and needed to be based on differentiation along micron and wool quality.
“Our best wool really needs to be competing with cashmere.”
Fry brings global leadership experience
AWI chairman George Millington said the board’s decision to appoint Mr Fry followed an extensive recruitment process.
“Bryan brings global leadership experience, most recently serving as chairman and global chief executive officer of Pernod Ricard Winemakers, where he led largescale, international operations across multiple markets and premium brands.
“His career is distinguished by a rare combination of hands-on agricultural experience as an agronomist alongside deep expertise in international marketing, brand development and commercial strategy,” Mr Millington said.
“This unique blend of skills positions him strongly to lead the research, development and marketing organisation for Australian wool growers.
“Bryan’s background in agriculture, coupled with his proven global leadership and brand expertise, makes him exceptionally well suited to lead the organisation,” he said.
Mr Millington also thanked John Roberts for his outstanding leadership as CEO since October 2021.
“During his tenure, John has delivered strategic focus, and strong performance for the organisation and industry alike.
“John will work closely with Bryan to ensure a thorough and seamless handover, supporting continuity and ongoing momentum,” Mr Millington said.
In the AWI media release, Mr Fry said he was looking forward to commencing the role and working closely with stakeholders across the industry.
“I am excited to join AWI and to help deliver better outcomes both on and off farm. Australian wool is by far the best natural fibre in the world and I am looking forward to playing my part in securing an even brighter future for woolgrowers and the wider industry.”
Mr Fry was unavailable to answer questions about his appointment. However, whether Mr Fry would be tasked to take on a renewed look at AWI’s strategic position in the industry and its funding of various marketing, research and development projects, Mr Millington said the current AWI Strategic Plan covers the period from 1 July 2025 through to 30 June 2028.
“It is the result of extensive consultation with woolgrowers via the WICP, WCG and state producer advisory panels.”
Mr Millington said the strategic plan is the basis of the work AWI does for wool growers under the broad aims to grow demand and fire advocacy, and sustainable and profitable wool-growing
“As CEO, he (Mr Fry) will lead the team to deliver against those goals and will recommend to the board the best way forward on individual project streams.
“This is a dynamic space to work in and AWI has to reassess our work constantly,” Mr Millingon said.
Mr Millington said Mr Fry will bring fresh ideas to the management of the company.
“He will build on the great work of outgoing CEO John Roberts who has to manage the company through a major restructure and downsizing.
“Bryan will join at a time when the company’s financial position is now improving and that gives scope to do more work delivering for wool growers,” he said.
“Bryan will assess the company himself when he starts on March the ninth and I and the rest of the board look forward to his insights.”
This is positive news. Hopefully, the new CEO continues to get support from the board and staff.
To get traction in the premium end of the Merino market there will need to be an almighty push for non-mulesed.
Anyway, the ultrafine and superfine segments are showing the way and challenging cashmere. Merino has been under-priced for too long.
Also looks good for a reduction in levy next poll as R&D will continue to decline at AWI.