A+ Australian Wine - the evolution of Australia's Wine story
Register for the 11/12 Market Programs
A+ Australian Wine is the bold brand underpinning Wine Australia’s new marketing strategy aimed at strengthening our position on the world stage. It signals an evolution in the way the world views Australian wine.
The new strategy focuses on education and engagement with a view to energising the Australian wine category across all price points and in all markets.
Wine Australia has developed the strategy and brand to recapture the excitement of the Australian wine category, and evolve our global position towards a stronger perception of quality, diversity and value.
The A+ Australian Wine branding will strengthen the activities associated with the new strategy in all our market programs. Each activity is focused on challenging assumptions, and changing expectations about the category; while also being energetic and confident and highlighting our renewed focus on quality, diversity, authenticity, sustainability and social responsibility.
Wine Australia’s Market Programs
Register for the 11/12 Market Programs (steps to register are located here). Subscription levels, are located here.
In the 2011/12 financial year, Wine Australia’s Market Programs aim to reignite Australia’s wine image in our core markets and energetically establish a positive image in new markets.
Wine Australia’s Market Programs will be based on four key strategies:
- targeted trade education programs to build confidence and insights;
- increased investment in international visitors programs, targeting key influencers;
- display and promote a diverse portfolio through exclusive consumer events;
- the use of new technologies to engage a greater and more targeted audience.
Key activities for the 2011/12 Market Programs include:
- Targeted trade & education: (image/influence/leadership): Australian wine specialist programs; A+ Australian Wine Schools; Sommeliers Immersion Program; Retail education programs; In-market Landmark Australia seminars; distributor/importer education; WSET sponsorship.
- Increased investment in International Visitors Program: Targeting specialist and non specialist media; social media; lifestyle, cuisine and tourism; SIP visit, WSET sponsored visit; key retail buyers;
- Consumer-focused initiatives: Wine shows; retail and restaurant promotions; tutored wine tastings; concerts and consumer events;
- E-communications and social media: Strong social media engagement; consumer online engagement; A+ Australian wine consumer website integrated into all activity.
The Wine Australia Market Programs operate on an annual subscription basis (financial year, July 01 - June 30). Subscription Levels are based on a sliding scale determined by predicted 2011/12 export volumes to the respective country. To gain the full benefit of your membership we encourage you to register in July.
Please click one of the links below to find out more about individual market activities.
Should you have any comments or questions regarding Wine Australia’s Market Programs, please email Anna Harvey at market.programs@wineaustralia.com or call +61 8 8228 2017.