Wine Australia targets global wine consumers

11 February, 2019 by Andy Young

Wine Australia is hoping to enhance the perceptions of global wine consumers with a new Australian wine website and consumer-targeted activations in 2019.

The brand platform of ‘Australian Wine Made Our Way’ underpins all investments made by the Australian Government’s $50m Export and Regional Wine Support Package.

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Andreas Clark, the CEO of Wine Australia said the aim is to build demand for Australian wine and wine tourism, as well as how it is perceived in the largest and fastest-growing 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 program – are amplifying positive sentiment, interest and excitement around the Australian wine category, and building trade and consumer demand for our wine and tourism offerings.

“We are also increasing our presence on social media and e-commerce platforms globally to better speak with consumer audiences.

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

The new consumer website will engage consumers with rich content that is educational and user-friendly. It highlights Australia’s 65 premium wine regions with winemaker profiles, stories, regional events and insights into some of Australia’s most popular wine varieties.