Australian wine: enhancing global perceptions for 2019

Australian wine will be receiving a new worldwide marketing push through a new state-funded initiative
Australian wine will be receiving a new worldwide marketing push through a new state-funded initiative

A new global initiative to promote Australian wine in a range of its most popular export markets has been launched, with a $50m budget underpinned by the government.

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12 February 2019 | 0

A new website promoting Australian wine has been launched with the objective of enhancing the perceptions of the wine region among the public. Consumer-targeted activities are planned to support the initiative.

The exciting and bold ‘Australian Wine Made Our Way’ brand platform will underpin all investments, which are supported by the Australian Government’s $50 million Export and Regional Wine Support Package. Wine Australia Chief Executive Officer Andreas Clark said the activities are part of a broader strategy to build perception of, and demand for Australian wine and wine tourism among trade and consumers in Australia’s export markets.

“We are excited to showcase the people, places and processes that make Australian wines unique with wine consumers globally,” Clark said. “Our targeted events, media and education campaigns – such as the recently launched Australian Wine Discovered education programme – are amplifying positive sentiment, interest and excitement around the Australian wine category, and building trade and consumer demand for our wine and tourism offerings.”

The project is also increasing its social media presence and e-commerce platforms globally, with a view to speaking with consumer audiences.

“In the past, our resources have been largely trade focused,” Clark added. “The $50m Package is allowing us to step up consumer engagement through digital media and connect with a larger audience.”

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