June (No. 497)
Industry launches new marketing campaign for Wine Australia
Wine consumers around the world are being encouraged to explore the diversity and quality of Australian wine, with the launch in May of the industry’s much anticipated “Open your mind to Australian wine” new international marketing campaign.
The campaign has been developed by the Australian Wine and Brandy Corporation (AWBC) through its strategic marketing division, the Australian Wine Export Council (AWEC). AWEC general manager, Jonathan Scott, said the campaign was based on extensive market research and industry consultation over a 12-month period.
“This campaign is all about showcasing the diversity and quality of Australian wine. Our research clearly showed a strong preference for Australian wine in key markets such as the United Kingdom and the United States – both near-billion dollar markets for our industry – but there is a lack of knowledge about the diversity of Australian wine,” Scott said.
He said that as part of the campaign, a CD-ROM and website (www.wineaustralia.com) had been produced to better inform trade and consumers about the enormous diversity available in quality of Australian wine.
“As well as highlighting the quality and diversity of Australian wine, the campaign will emphasise authentic Australian characteristics such as our originality, our unrestrained and free-thinking approach and our ethos of having fun,” Scott said.
“The first international rollout of this campaign will be at the London International Wine & Spirits Fair from 17-19 May. From there, we will produce a range of marketing materials that work best in our various overseas markets.”
AWBC chairman, David Brownhill, said the campaign was the most important collaborative global initiative undertaken by the wine industry in the past 15 years.
NOTE: The complete article can be found in the June issue of The Australian & New Zealand Grapegrower & Winemaker.