A new website and brand platform has been created to enhance the perceptions of Australian wine by global consumers.
The 'Australian Wine Made Our Way' consumer website www.australianwine.com targets consumers with educational and user-friendly content, highlighting Australia’s 65 premium wine regions with winemaker profiles, stories, regional events and insights into some of Australia’s most popular wine varieties.
The website part of a broad strategy to build perception of and demand for Australian wine and tourism and was funded by the Australian government’s $50 million Export and Regional Wine Support Package.
‘We are excited to showcase the people, places and processes that make Australian wines unique with wine consumers globally,” Wine Australia chief executive officer Andreas Clark said.
“Our targeted events, media and education campaigns – such as the recently launched Australian Wine Discovered education program – are amplifying positive sentiment, interest and excitement around the Australian wine category, and building trade and consumer demand for our wine and tourism offerings,” Clark said.
Wine Australia says it is also increasing its presence on social media and e-commerce platforms globally to communicate with a consumer audience.
“In the past, our resources have been largely trade focused; the $50m Package is allowing us to step up consumer engagement through digital media and connect with a larger audience,” Clark said.
A simplified Chinese version of the Australian Wine website is set to be published soon.
