United States

Register for the 2010/11 Wine Australia Market Programs and User Pay Activities

The United States Market Program operates on an annual subscription basis (financial year, July 01 - June 30) and subscription levels are based on a sliding scale determined by forecast export volumes to United States. The Program is managed by the Wine Australia US.
For further information please email us.

This year's programs see the introduction of a new brand, A+ Australian Wine, and A+ market program activities (all direct to trade and wine media activities) will only use member wines that meet the following criteria: 

• bottled in Australia;
• from one of Australia’s 62 regions* (shown on the label); and 
• genuine Australian brands (ie not an importer’s own label, a retail BOB or an opportunistic bulk wine) 
  *please note sub-regions are included within the regions, and Gippsland and Tasmania will also be accepted.

A twelve month membership will ensure we are showcasing your A+ Australian Wine at trade, media and consumer tastings.  The additional user pay and category promotion activities will offer further brand dispensing opportunities under the generic Wine Australia banner.

Our strategy for United States remains to focus on the following key areas:

Landmark Australia (fine wine image/reputation): 

In-market seminars

• Landmark Master Classes: New York and Los Angeles (January 2011) 
  • Repeat of one or blend of two Landmark masterclasses from September 2010 session. 30 -35 trade and press guests
  • Approx. 20 wines, with some competitor set wines.
  • Wine selection & Guest presenter from Landmark Australia Tutorial committee Australia.
  • Greater investment in media and outer state & Canadian trade/media. 
• Master of Wine tutorial presentation (January 2011) 
  • Institute of Master of Wine have agreed to give Wine Australia 90 min to host a high level tasting at their annual tutorial sessions in CA. Same format as Court of Master Sommeliers Symposium, Pebble Beech 2010

Regional Heroes (image/reputation/competitive advantage):

• Sommelier Immersion Program (SIP)
  • Target: sommeliers, wine buyers and press in 12 states  (Stage 1 and 2)
  • Stage 1: Replicate the initial education program entering new markets and revisiting Year 1 markets to expand and improve upon the Sommelier and Wine Buyer network. Six part series designed to engage, update and invigorate 15 - 18 influential wine trade (on trade 70%/off trade 30%) in each market. 
    New markets : Portland OR, Atlanta GA, CO (Denver) , AZ ( Phen) and TX (Dal & Hous)
    Revisited Markets: SF, Bos, NY and DC. 
  • Stage 2: We will introduce a “Stage 2” in those markets that developed a solid network of key trade. Stage 2 will provide a great in-depth study into the Australian portfolio 2-3 three during the year with the established group from Year 1 + some additions 
    Markets: Seattle, Los Angeles, Las Vegas and Chicago. 
• International Visits 
  • Incentives: Judged on attendance, knowledge, and commercial application. 
    TOP 2 from each Stage1 and TOP 1 from each Stage 2 market to visit Australia (May 2011)
    (Total of 24 sommeliers, 3 groups of 8 on separate tours, meeting up for “peer to peer” tasting)

Education / Australia: world class(image/influence/leadership):

This is a major area of focus for 2010/2011.

• Delivery of an online educational package
• Target market: larger distributor’s sales teams, importers, teaching and accreditation groups, major culinary institutes
• Wine school seminars and retail staff training within regions
• Court of Master Sommeliers – travel scholarship for one candidate at each four levels of the level of the certification
• Partner with Wine and Spirits Guild – and other large buy groups
• Continue with sponsorship of the Wine and Spirits Education Trust Global Travel Scholarship

Communications and PR (image/voice/reach/profile/leadership):

• Australia Visits
  • One McLaren Vale regional show judging + regional visits – key media/MS 
  • Four key wine press trips (2 x online + 2 x trade) 
• Tourism Australia: Partnership for 2 x lifestyle/travel journalists for Wine regional focus tours 
• Virtual tasting: establishing a series of virtual tastings with online press – in line with “SIP” wine themes 
• Sommelier Immersion Program (SIP) and Landmark Tutorial (LMT):
  • Investment in securing wine press to both SIP series and LMT tastings (outer state travel) 
• Two major press mail outs – long & short lead
• Good News, Member Updates and Event Feedback 
• Develop the category with import/producer introductions – entry to market opportunities

Category Promotion (collective brand platform/broad industry messaging):

• Summer Consumer events (user pays):
  • Williamsburg Brooklyn: 20+ major music concerts -avg. 5,000pp event (July to September 2010)
  • Pasadena Jazz festival (August 2010)
  • Chicago Jazz festival: Aust. Wine Oasis: Labor Day w/end (4-5 September 2010)
• Other consumer events:
  • SXSW music festival (TX), Dwell on design show (CA),  Museum of Natural History (NY), Wolfgang Puck American Food & Wine festival (CA) + other opportunities
• Retail promotion:
  • Staff trainings, in store tastings, and develop regional retail promotional opportunities.
  • Target: 1 x major retail promotion per Market Development region 

To access a summary of the US activities for 10/11 please download US Market Program Activity Calendar.

We will be in contact with existing Market Program members regarding your registration in 10/11. New members interested in finding out more, please email us.