About Marketing
Wine Australia’s role is to promote the sale and consumption of Australian wine internationally and domestically. We support winemakers’ strategies and underpin their efforts by promoting the diversity of Australian wine through coordinated and collaborative marketing initiatives in Australia and overseas. We share stories about the natural advantages of the unique and diverse grape growing attributes of Australia and its terroirs that are brought to life by the winemakers.
We identify opportunities to help our wine sector partners bring great Australian wines to the world’s retail shelves, online offerings and wine lists, and ensure that they are included in positive conversations across all media. We have established networks across the world’s trade channels, media, wine educators and influencers, and we work closely within these networks to deliver events and activities that reflect our market strategy and benefit Australian wine producers.
Market development levies
We receive funds from the wine export charge and the promotion component of the wine grapes levy. With this market development funding, we maintain our market development staff in Australia, the United Kingdom, North America, China and Asia Pacific, and conduct approximately 70 core market development activities.
Our in-market staff provide knowledge, insights and assistance to Australian wine companies wishing to develop new markets and build existing markets for their wine.
Collaboration and partnerships
We build collaborative partnerships with like-minded organisations to develop joint business plans and build awareness, understanding and demand for Australian wine. We work closely with Tourism Australia and state tourism organisations to build international awareness of Australia’s fine food and wine culture.
Wine Australia partners with Austrade in markets where we do not have a permanent presence – mainly across the Asian region and emerging markets – to help the wine sector capture export opportunities. Within these markets, Austrade facilitates market entry arrangements by linking potential importers and distributors with Australian wine companies interested in exporting. Importantly, Austrade also supports our market development strategies across the Asian region and emerging markets, and we work closely with their in-market teams to deliver initiatives that help promote and profile Australian wine.
Marketing activities
The best way to understand the people, places and stories behind our wines is to experience them firsthand. We aim to continually improve the perception of the quality of Australian wine, to create a platform for the commercial success of our brand owners and facilitate in-market support and engagement for brand owners.
As part of our marketing strategy, we deliver ongoing social and traditional media engagement globally, education, retail opportunities, events, tastings and webinars to enhance the desirability and sell more Australian wine.