Wine Australia is investing $33.5 million of the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) in targeted international marketing campaigns to:
- reposition the Australian wine category in markets with the largest export growth potential, and
- attract more international tourists to our wine regions.
We’ve partnered with Tourism Australia and creative agencies to deliver bold, head-turning campaigns in China and the USA that enhance the perception of, and demand for, Australian wine among the wine trade and consumers.
The campaign strategies are a collaborative effort, sector-led and designed and focused on maximising the opportunities that export promotion and wine tourism can provide to our wine producers, exporters, grapegrowers and wine regions.
Opportunities for winery participation in 2019–20 will be communicated below and through the $50m Package e-newsletter.
See the impact of the investment
Download our quarterly update of progress towards headline key performance indicators. Download the infographic
Activity in 2019–20
See $50m Package home page for a list of ‘What’s coming up in 2019-20’.
Introducing Australian Wine Made Our Way
A new campaign to drive international demand for Australian wine was unveiled at Vinexpo Hong Kong 2018, where Australia headlined the event as ‘Country of Honour’ with a huge contingent of 151 exhibitors, showcasing 225 wine brands from 51 wine regions.
Find out more about the Australian Wine Made Our Way campaign >
Australian Wine Discovered education program
The Australian Wine Discovered education program is a world-leading wine education program for trade and consumers, which captures the innovation and excitement of the premium Australian wine category. The more than 20 courses developed as part of the program are designed to enhance the perception of, and increase the demand for, Australian wine. The program is structured to deliver consistent premium Australian wine messaging through a toolbox of education materials and a library of education programs that support importers, retailers and educators. To explore and download the free education modules, tools and resources, visit www.australianwinediscovered.com
Australian wine 'Unmatched' in the USA
Wine Australia has launched its first consumer campaign in the USA – Unmatched – targeting wine enthusiasts, aged 21-35.
In a series of short documentary style films, the campaign challenges consumer thinking by pairing Australian wine with the unexpected – from art and music, to fashion or a social movement. Click on the link below to follow our journey of unexpected Australian wine pairings.
Spotlight on wine regions in Australian tourism campaign
In 2018–19, Wine Australia partnered with Tourism Australia on a $36 million marketing campaign in the USA aimed at boosting interest in Australia as a tourism destination.
Find out more about this campaign >
Enhancing the perceptions of global wine consumers is the goal of a new Australian wine website and consumer-targeted activations in 2019. The new consumer website will engage consumers with rich content that is educational and user-friendly. It highlights Australia’s 65 premium wine regions with winemaker profiles, stories, regional events and insights into some of Australia’s most popular wine varieties. Visit www.australianwine.com to explore this new resource for global consumers.
Consumer and market insights
Wine Australia provides a comprehensive range of statistics, data, analysis and insights on wine markets, wine production and grape growing, to assist business decision-making within the Australian wine sector.
Here are some online resources to get you started: