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Wine Australia launch Market Program Guide for user-pays activities

Wine Australia has launched its updated Market Program Guide outlining upcoming user-pays activities available to wine brands, exporters, importers, regions and states to promote Australian wine both domestically and in key export markets.

The guide currently includes 53 user-pays opportunities in 16 markets ranging from trade-focused events, consumer events, retail promotions, tastings and masterclasses, educational initiatives and advertorial opportunities to sommelier and trade immersion activities, that all aim to promote the diversity, quality and regionality of Australian wine.

As this is the first Market Program Guide released since Stuart Barclay took on the role of general manager – market development, there have been a few noticeable changes.

 For the first time an updated guide with new activities on offer will be released every quarter rather than annually. The more regular updates will enable greater agility in capitalising on emerging market opportunities.

“All of the activities we offer are designed to meet the needs of the wine community, complementing their own marketing efforts,” Barclay said. “By updating the guide every quarter instead of releasing a new guide each year, we’re ensuring that we’ve got the flexibility to create new activities that facilitate a more nimble marketing approach.”

Barclay said if the Australian wine industry is going to defend and grow key export markets they must capitalise on opportunities and adapt based on the needs of our levy payers.

“People will notice a strong emphasis on the key trade shows around the world,” Barclay said. “We’re seeing a great deal of renewed interest and enthusiasm in Australian wine in some of our most important export markets and we want to keep up that momentum.”

Barclay said shows like ProWein and the Vancouver International Wine Festival have been hugely successful activities for the wine community this year.

“In fact 75 per cent of our exhibitors at ProWein have already signed up for next year.”

The successful Market Access Program, trialled last year in the US, returns in the updated guide in a more structured format and re-named Market Entry Program. Offering three tiers, the program will provide user-pays assistance to Australian wine brands wanting to enter new markets.

Supporting the user-pays activities will be approximately 70 core marketing activities solely funded by levies. These activities are planned for key markets such as the US, Canada, UK, China and Australia.

The Market Program Guide is now available to view and download on the Wine Australia website. Visit www.wineaustralia.com/marketprograms to view available activities by market.

Registrations of interest are now being accepted for all activities.

AB Mauri



WID 2017