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Henry puts faith in brands, icons and the next generation

Published:  23 July, 2008

A new marketing strategy aimed at explaining the Australian offer across all price points has been unveiled by the AWBC.

The strategy, which breaks down the Wine Australia' brand into four constituent parts, is not a consumer campaign, but instead will be used at various trade and consumer events, said Paul Henry, AWBC general manager, market development.

He described the four sub-brands as follows:

Brand Champions: This is acknowledging the success of Australia to produce international brands that create and carry the category.'

Regional Heroes: We have producers and winemakers who are about a sense of place - an expression linked to where they are. An idea of wine from somewhere, compared to wine from anywhere.'

Generation Next: New product development, and adding value through technical innovation; for example, the closure debate.'

Iconic Australia: This refers to Langton's Classification, trophies delivered in our domestic show circuit or events such as Matthew Jukes' 100 Best. Despite the success of our popular premium wines, we also have a fine wine element which must be, and continue to be, commercially relevant.'

Henry said that the four sub-brands would be used for merchandise and signage opportunities', but not for an above-the-line promotional campaign adorning buses and taxis. They were used at the Australia Day Tasting in London on the focus tasting tables'.

He added: We are uncovering this generic proposition, and this will help the gatekeepers and end-users to navigate around this proposition of Wine Australia.'