North America launches Savour Australia campaign
Expansive Australian wine program set for 2016 following positive growth in export figures
Wine Australia is rolling out a trade, media and consumer campaign in partnership with G’day USA comprising close to 30 activities across 10 cities in North America between January and June 2016.
More than 75 participating wine brands will showcase Australia’s fine wine evolution and diversity and the campaign will conclude with a 10-day educational trade trip to Australia. Cities that will play host to events include San Francisco, Los Angeles, Austin, Chicago, New York, Ottawa, Toronto, Montreal, Calgary and Vancouver.
Wine Australia first introduced the Savour Australia campaign in September 2013 at a three-day global wine forum in Adelaide, South Australia, that allowed wine experts to discover and experience contemporary Australian wine, its quality, diversity, regionality and people. The Savour Australia campaign made a lasting impression on North American wine palates in February 2015 when Australia was the theme country at the Vancouver International Wine Festival where 25,000 wine drinkers experienced Wine Australia’s packed program of epicurean events and tastings.
Wine Australia Head of Market, North America Angela Slade says ‘Taking Savour Australia on the road across USA and Canada will allow many more wine drinkers to connect with us and savour fine Australian wine. Our latest export numbers reflect renewed interest and excitement in our wines and we’re looking forward to partnering with the G’day USA group and many of our winemakers for this campaign.’
The USA is Australia’s highest value export market. In the 12 months to December 2015, Australian wine exports to the USA grew 4 per cent to A$443 million while exports to Canada, Australia’s fourth most valuable export market, grew 7 per cent to A$193 million. Export figures by price point show that the majority of fine wine segments over A$10 FOB are seeing significant growth:
USA
- $10–14.99: value steady, +5% volume
- $15–19.99: +38% value, +33% volume
- $20–29.99: +11% value, +22% volume
- $30–39.99: +100% value, +93% volume
- $50 and over: +57% value, +61% volume
Canada
- $10–14.99: +16% value, +16% volume
- $15–19.99: +24% value, +22% volume
- $30–39.99: +21% value, +20% volume
- $40-49.99: +59% value, +60% volume
- $50 and over: +7% value, -4% volume
To view the full schedule of events and stay updated with the latest Savour Australia news visit our website.