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Wine Australia' launches new global export push

Published:  23 July, 2008

Brand Australia' is being relaunched this month, with a refreshed market positioning and a new export strategy following an 18-month process of research and formulation.

The plans at a glance

A refreshed positioning' and definition of Brand Australia' based on the concept of Beyond Boundaries', formed after extensive consumer and trade research

The various trade bodies - such as the Australian wine Export Council, the Australian Wine Bureau and the Australian Wine and Brandy Corporation - to be known collectively as Wine Australia, complete with a new logo and website

To renew industry unity and co-operation with the Beyond Boundaries' concept

Wine Australia's export arm to have a significantly increased budget and a new ability to channel funds away from mature markets and towards emerging ones, if it sees fit. Market information gathering to become an increased part of overseas offices' work, to complement the extensive supply information already provided.

A broadened marketing strategy in the UK designed to defend its position in the multiples and further develop sales in the on-trade and independent retailers, and increase exposure of higher-priced wines

A brand toolkit' to be distributed to all exporting wineries to help formulate marketing strategies in line with the new positioning

The strapline Open your mind to Australian wine' in English-speaking markets

A number of big ticket' marketing campaigns to drive awareness, including the creation of an advocacy alumni' and a new educational syllabus for developing knowledge of Australian wine globally