‘We make a wine for that’ returns to help Australian wine brands reach more local consumers

Australia’s wine sector continues to adapt to a changing global landscape, with evolving consumer preferences creating both challenges and new opportunities for growth. As tastes shift and new occasions emerge, August presents a fresh opportunity to showcase the quality, diversity and relevance of Australian wine in the everyday moments that matter.

This August, ‘We make a wine for that’ returns with a national campaign designed to put Australian wine in front of consumers and bring it into more of today’s moments that matter.

The campaign’s 2025 launch showed what’s possible when the sector comes together. It reached more than 4 million people, delivered 6.4 million impressions across digital channels, was seen by over 2 million shoppers and drove more than 16,000 visits to the national events calendar, putting Australian wine top of mind for consumers in a meaningful way.

At its core, the campaign is built around how people live. ‘We make a wine for that’ connects wine to modern drinking occasions, from casual dinners to nights out and time with friends.

Andrew Shedden, General Manager Merchandise at Dan Murphy’s, said the strength of Australian wine lies in its diversity.

“Younger consumers are exploring lighter styles, sparkling, rosé and categories like Prosecco and Spritz, and Australian winemakers are well placed to meet that demand. The diversity of what's being produced domestically right now is outstanding, and campaigns like this are a great platform to showcase that breadth and quality.”

Retail data from Endeavour Group highlights these shifting preferences across generations. In white wine, Chardonnay continues to over-index with older drinkers, Sauvignon Blanc remains strong with Gen X and Pinot Gris and Grigio are gaining ground with younger Millennials and Gen Z. At the same time, engagement is shifting towards Rosé, Sparkling and Prosecco, with Prosecco now outperforming traditional sparkling among Gen Z, while Spritz-style drinks are influencing how new consumers approach wine more broadly. Younger consumers are entering the red wine category through lighter styles such as Pinot Noir rather than the fuller-bodied wines historically favoured.

For the sector, these trends reinforce the need to meet consumers in the moments they are already choosing. Campaigns like ‘We make a wine for that’ provide a platform to do exactly that, allowing businesses to showcase the breadth of Australian wine in ways that align to evolving tastes and to connect those styles directly to bookable experiences, occasions and real-world moments that drive trial and repeat engagement.

Participation in the campaign is straightforward and designed to deliver practical value to wine businesses. By submitting events and experiences to the national campaign calendar, wineries, venues and regions can put their activity directly in front of consumers, supported by paid digital, PR and social promotion throughout August.

From cellar door tastings to food pairings, regional events and in-venue activations, the focus is on experiences that connect wine to real occasions, the kinds of moments consumers are actively seeking out.

Participation is open to the entire sector and can be adapted to suit businesses of all sizes, from individual cellar doors, retail and on premise venues, and larger regional initiatives.

Polly Mackarel, Sommelier at Infinity by Mark Best, said the campaign provides an effective way for venues to showcase Australian wine, in line with Infinity’s existing focus on local producers.

“It’s fantastic to support a platform that celebrates Australian wine and brings it to a broader audience across more occasions. At Infinity by Mark Best at Sydney Tower, we proudly feature only Australian producers, so this is a natural extension of our commitment to championing the quality of Australian wine.

With fresh campaign assets now available, including more flexible creative options, businesses are encouraged to start planning and submitting their activations for August, whether through events, experiences or tailored promotions.

In a crowded and competitive drinks landscape, ‘We make a wine for that’ provides a shared opportunity to amplify reach, build relevance and remind consumers that whatever the occasion there is an Australian wine to match.

Wine businesses can submit events now via the campaign platform, with activity promoted nationally in the lead-up to and throughout August to help drive awareness, visitation and engagement.

Get involved:

• Submit your event via the campaign site
• Download the free campaign toolkit and assets
• Explore the events calendar