He will leave on December 10 but will act as a consultant to AWBC on “the execution of some fine wine marketing activities over the coming periods”, the organisation said.
Chief executive Andrew Cheesman said: “After seven years of service to the organisation and the Australian wine sector, in which time he has made significant contributions to the development and implementation of key industry strategies, Paul has decided to explore broader opportunities and personal development outside the organisation”.
Cheesman said the AWBC would seek to recruit a marketing director “charged with working closely with our wine community and its allied agencies to deliver renewed programmes and activities that meet the fast-moving agenda of the whole category”.
The generic marketing of Australian wines has been dogged by tensions in recent times between factions who favour an approach to promotion of regional diversity and those who advocate a more general approach.
The post of director of Wine Australia in the UK and Europe is currently vacant after the resignation of Lisa McGovern last month.
He added: “AWBC are building a commercially aware and customer-focused culture where industry needs are at the very centre of our business.
“We are embracing change which includes introducing new people, new ideas and a different approach into our business.”