The Australian wine sector will hit the USA market en masse in 2019 with the inaugural Aussie Wine Month, delivered by Wine Australia.
The aim of the event is to bring more than 100 Australian wineries across the globe for the largest Australian wine promotional campaign ever staged in the USA.
Supported by the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package), Aussie Wine Month will feature a two-week, six-city roadshow, large scale trade and consumers tastings, educational seminars and importer/distributor networking opportunities. The selected cities include New York City, Miami, Chicago, Dallas, Los Angeles and San Francisco. Up to 100 wineries are expected to sign up for events in each city and State and regional bodies are strongly encouraged to participate.
Adding to the excitement in New York City will be several Australian Women in Wine Awards events, attended by more than 60 winemakers, key trade, media and consumers. In Manhattan, Wine Australia and creative agency R/GA Sydney will deliver an ‘Urban Cellar Door’ education hub for VIP trade, media and consumers.
The month-long celebrations will culminate in early October with the second edition of Australia Decanted, Wine Australia’s flagship event that brought 13 pre-eminent winemakers to Lake Tahoe, California in July 2018.
Media investment across print, digital and social platforms will commence leading up to Aussie Wine Month and ramp up during the activities to reinforce awareness and excitement for this once-in-a-lifetime premium Australian wine offering.
Wine Australia is also working with key retailers across the USA to secure in-store promotions throughout Aussie Wine Month. Details on these initiatives will emerge in the coming months.
Key features of Aussie Wine Month 2019
- Ongoing influencer campaign presented by R/GA
- Australian Women in Wine Awards, 16 September 2019
- Urban Cellar Door in New York City
- Consumer activations in all cities
- Australia Decanted II, 6-10 October 2019
- Targeted consumer/mass consumer media
Large format trade tastings and seminars in six key USA wine markets
- New York City – 23 September 2019
- Miami – 25 September 2019
- Chicago – 27 September 2019
- Dallas – 30 September 2019
- Los Angeles – 2 October 2019
- San Francisco – 4 October 2019