A new campaign to drive international demand for Australian wine has been unveiled at Vinexpo Hong Kong where Australia is headlining the event as ‘Country of Honour’ with a large contingent of 151 exhibitors, showcasing 225 wine brands from 51 wine regions.
Wine Australia CEO Andreas Clark said the targeted campaign – ‘Australian Wine Made Our Way’ – is a key part of the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) that aims to raise the perception and demand for Australian wine in key export markets – including China and the USA.
“The campaign celebrates the authenticity of Australian wine, the strong bonds of camaraderie in our community and the excitement of striving for excellence and being innovative to produce wines bursting with freshness,” Mr Clark said.
“It’s about selling the story of Australian wine to the world and delivering a brand strategy that can be leveraged by Australian wine regions and wineries.
“A comprehensive seven-country study found that importers, retailers and consumers see Australians and Australian wine as bold, exciting and authentic and this is reflected in our new campaign.
“We are highlighting that Australian wine is unique. Australia’s environment and history puts our wines alongside the world’s best winemaking nations but what makes us really different is the creative thinking and the sense of camaraderie within our wine community.
“We have the freedom to experiment – while we respect tradition, we are not forced to adhere to regional rules, our winemakers take traditional techniques and apply them in new ways.
“Varietal blends are played with, techniques are twisted and flavour rather than tradition rules.
“That’s the message we are taking to the world with vigour – under the banner Australian Wine Made Our Way – we’re delivering the news that we’re growing the most diverse, thrilling wine scene in the world.”
To celebrate its prestigious Country of Honour role, Australia is presenting a three-day program of education, masterclasses and exclusive tastings showcasing the talent of Australian winemakers – with more than 1400 wines being showcased.
More than 17,000 trade and media are expected to attend Vinexpo Hong Kong and they will be among the first to see the new branding to drive demand for Australian wine in international markets.
The targeted campaign is a key part of the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) that aims to raise the perception and demand for Australian wine in key export markets – including China and the USA.
• WBM – Australia’s Wine Business Magazine has published a 26-page feature on China in the May-June issue. To subscribe to the magazine visit www.wbmonline.com.au/shop