This was the central message emanating from the Third International Shiraz Alliance held in the Barossa Valley.

An array of local, national, and international speakers gathered to take part in panel discussions, workshops and tastings that aimed to recognise and celebrate the variety that has been a key contributor to Australia's success in the modern era, and what role it might play in the future.

The forum that included winemakers, domestic and international media, as well as sommeliers and buyers was an opportunity to discuss the issues and challenges of "Shiraz at the cutting edge" and how the Australian wine sector was positioning itself with regard to this key variety.

A consistent theme that developed from the alliance discussions was the desire to see a sense of evolution and progress from Australia's winemakers, and the need to connect with customers and add value along the supply chain by bridging the gap between the three tiers of: producers, "gatekeepers" and consumers.

Australian shiraz makers have developed their style to a stage where there is confidence in their purpose and ambition and one discussion questioned the relevance of the New and Old World paradigms, suggesting that it was time to move on from this thinking and the use of these old associations.

The next and ongoing chapter in Australia's Shiraz story will ultimately involve selling a sense of place that involves regionality at an intimate level, and not just the taste of a wine style.

Furthermore, while Barossa is clearly, often seen as the spiritual home of Shiraz, the Alliance will need to accommodate more inclusively, other Australian regions if it is going to evolve.