Wine Australia Marketing Strategy

Wine Australia is the platform that the Australian Wine and Brandy Corporation use to represent Australian wines internationally. As a brand message, it is an assurance of consistently better quality at every price point.

The development of a comprehensive marketing strategy and communication of the Australian wine offer - via four sub-brands or "personalities" - demonstrates how the consumer can confidently move from everyday informality to aspiration and excellence. These personalities offer a framework for Australian wine producers to position their wines. The four personalities are:

Brand Champions: Australian wines that appeal through accessibility, ease of enjoyment and a strong premium brand message about product and country.
Generation Next: Australian wines driven by innovation (marketing; product; packaging) that appeal to audiences who drink wine for social occasion rather than wine attribute.
Regional Heroes: Wines from somewhere rather than wines from anywhere. Australian wines that add and sustain interest for consumers by fostering a clear association between regional and variety/style.
Landmark Australia: High profile, aspirational Australian wines built on inherent quality and world class reputation.

In 2010 a new logo and slogan was introduced to invite a new way to look at Australian wine.

A+ Australian Wine works in several ways. First, there is a clear connection with excellence and high-achievement, while at the same time it also represents that there is always more to discover about Australian wine. The tag line, ‘Every one has a story’, is both a statement of intent and a call to action. It encourages people to seek out our stories, to embrace them and to want to share them. This new brand will become the consumer interface for Australian wine globally.

Wine Australia - features and benefits

Consumer Checklist

Quality:
samples of each and every wine exported are examined by an expert panel to ensure quality standards are always maintained

Integrity: Australia offers a unique label integrity program that ensures vintage, variety and region are all truthfully identified on the label

Diversity: there are over 60 designated wine regions, over 100 wine grape varieties and more than 2000 wineries in Australia

Authenticity: Australia boasts the world’s oldest soil types and a diverse range of original plant material including pre-phylloxera Shiraz vines

Innovation: always at the forefront of research on oenology, viticulture and marketing, producing 25% of the worlds technical papers on wine

Ambition: the restless pursuit of excellence in grape growing and winemaking

Relevance: consumer led and customer driven, winemakers who understand marketing as well as winemaking

Excellence: an established and constantly evolving wine show system that seeks to recognise and acknowledge excellence and stylistic diversity

Inclusive: wines that range from award winning popular premium brands to landmark image makers.