It is common knowledge that the Australian wine industry has enjoyed remarkable success over the past three decades in terms of production and export growth, innovation and reputation for consistent quality. The centralisation of resources and infrastructure, as well as the nationally‐oriented funding and R&D agendas, are usually cited as providing the foundation for this success. Yet in more recent years it is this same nationally‐focused centralisation that is increasingly at odds with a rapidly changing international wine landscape and therefore, the organisational and innovation requirements of the firms that must respond to these changes.