Every three years the Board of Directors and membership body undertake a formal planning session to ensure the organisation’s strategic plan is geared towards focusing available resources to address major goals to advance and protect the interests of the entire industry. The agreed upon strategic plan sets the direction for the coming years and serves to create forward momentum for the Australian Beverages Council to continue its work, grow its presence, and combat issues faced by the industry.
The strategic plan for 2010 to 2013 centred around four pillars: One Aligned Voice, Proactive Leadership, Members’ Benefits, and Stakeholder Engagement. Each of these pillars was formulated with its own objectives, goals, and strategies. Each was also designed to help further the purpose of the Australian Beverages Council, which is stated as:
“Aiding the industry as a peak body as well as advancing and promoting the industry by proactively leading, shaping, educating, and influencing stakeholders to make informed decisions. “