New campaign for Wine Australia

Published: 23 July, 2010

Wine Australia is celebrating the personalities and places which define Australian wine in the first burst of a new marketing campaign.

Called A+ Australian Wine - Every One Has a Story, the push is designed to demonstrate the best examples of wines and wine styles that Wine Australia believes cannot be replicated anywhere else in the world.

The first stage of the campaign will launch online at australiaplus.com, which will showcase the people and places behind the wines. Social media will also play a large part in the campaign in a bid prompt a positive change in image, price and representation for Australian wine.

Phase two will encourage customers and consumers to look at Australia with fresh eyes and to discover the stories that lie behind Australian wine, according to UK director Lisa McGovern.

"We are encouraging winemakers to tell their story and what led them to making wines in their chosen regions. We want to redefine perceptions around Australian wine and build greater awareness for our unique expressions of style and place," she said.

Wine Australia's director of marketing and communications, Lucy Anderson, added: "No market advantage is really competitive unless it is unique to that category. We believe that more than just the wine, it must be the people, the places and the stories that make Australian wine stand out from the rest of the world."

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