The program, known as the Export and Regional Wine Support Package, concluded on 30 June 2021. Components of the $50m Package included:
- targeted marketing campaigns in China and the USA
- capability development programs; and
- wine export and international wine tourism grants.
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$50m Package Enduring Benefits
DownloadEnduring benefits
- Australian Wine Made Our Way, a bold brand platform for the Australian grape and wine community that underpins our marketing activities
- Australian Wine Connect a dynamic, interactive, virtual platform that connects winemakers, buyers, importers, distributors, media and educators from across the globe to create a virtual marketplace through which business can be conducted, and by hosting virtual showcases and tastings through which Australian wine can be explored
- Australian Wine Discovered, free information, tools and resources to discover and share Australian wine - 27 modules, many of which have been translated into Simplified Chinese, Japanese and Korean
- Tourism and Export Capability Programs to help wine businesses grow exports and attract tourists to their regions. 1255 producers in regions and online have attended the courses and accessed the toolkit. Programs moving to an online format in 2021
- Market Explorer which facilitates in depth analysis of market trends to inform strategic decision making by Australian grape and wine
- australianwine.com for global consumers seeking the latest information about Australian wine
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A digital gallery of high-quality content that captures Australian wine regions and the people behind our wine
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Over 100 stories of Australian wine producers on the Wine Australia You Tube Channel being shared across social channels
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Investment in wine-related features in the Australian Tourism Data Warehouse (ATDW) to make it easier for tourists to find and book wine tourism experiences, and for wineries to promote their experiences across the wide distribution network; and
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the Export Label Image Search System (ELISS) to help Australian wine producers protect their intellectual property rights.
Activities
In-market promotion activities (at trade shows, consumer events, retail promotions and similar events) have been effective in enabling Australian wine businesses to connect with distributors and influencers in market, enabling the development of relationships and the ability to strike export agreements that have contributed to an increase in export sales.
Marketing activities delivered through social media and influencer campaigns also created value for export sales and international wine tourism through broader media exposure, measured through earned value of media (EVM) metrics.
Activities included:
- participation at 2018 Vinexpo Hong Kong, the biggest wine expo in the Asia Pacific, with Australia ‘Country of Honour’ status
- our $8 million Far From Ordinary campaign in the USA in 2019 with a trade roadshow across six cities, an immersive consumer event, and immersive education events for trade, media and consumers, and a social campaign that reached over 13.7 million consumers and trade
- the staging of multiple China Roadshows and China Awards, and participation in campaigns such as the Hong Kong Wine & Dine Festival, ProWine China, the China Food and Drinks Fair and Hotel Showcase in Chengdu, and the CIIE standalone masterclasses, tastings and education events in addition to those staged at events
- online promotions with wine.com and Vivino plus wholesale and retail activations with many US national chains retail promotions in Hong Kong and Greater China
- investment in the Tourism Australia Dundee campaign at the US Super Bowl, with video content viewed by a television audience of more than 103 million television viewers and a social media audience of over 102 million
- media partnership with Conde Nast, Bon Appetite and influencer, Brad Leone
- The Australian Wine Unmatched influencer campaigns delivery of 6 International Wine Tourism State grants and 20 International Wine Tourism competitive grants to regions with projects including market research and strategy development, visiting friends and relatives (VFR) initiatives, virtual reality creation, website development and translation, the establishment of wine trails and planning tools, and the development of marketing collateral and assets; and
- delivery of Wine Export Grants to 135 Australian wine producers to fund their own promotional activities in 2018-19, and a second round that’s currently available with expanded criteria to diversify into new markets.
Highlights
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