Program 1 of the $50m Export and Regional Wine Support Package (the $50m Package) involves a $32.5 million investment in dedicated marketing campaigns in China and the USA – Australia’s two largest wine export markets by value.
The program is designed to deliver on the two objectives of the $50m Package – increased exports and increased wine-related tourism. A nine person expert Marketing Advisory Group has had a pivotal role in setting the multi-year strategy, which seeks to increase the perception of, and demand for, Australian wine and wine tourism amongst the wine trade and consumers through media, events and education campaigns.
A three-year strategy has been developed by Wine Australia, the Winemakers’ Federation of Australia and Australian Vignerons to guide the broader program of sector led wine export and tourism activities. Some early activities in China and the USA have already been held and future opportunities for winery participation will be communicated below and through the $50m Package news.
Spotlight on wine regions in the new Australian Tourism Campaign
Wine Australia has partnered with Tourism Australia in a $36 million marketing campaign in the US aimed at boosting interest in Australia as a tourism destination. Find our more about this campaign here.
Consumer and market insights
Wine Australia-funded market insights research provides knowledge and resources to promote more effective activities in established and emerging markets and an increased demand for Australian fine wine.
Here are some online resources to get you started: