China and USA marketing activities

Wine Australia is investing $33.5 million of the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) in targeted international marketing campaigns to enhance the perception of, and demand for, Australian wine in China and the USA.

Already, the $50m Package has seen us partner with creative agencies to deliver more than 80 bold, head-turning campaigns, including:

  • the $8 million Far From Ordinary campaign in the USA
  • a record presence at major China trade shows (including Country of Honour at Vinexpo Hong Kong 2019)
  • the Australian Wine Discovered education program
  • a consumer website (in English and Simplified Chinese) for global consumers seeking the latest information about Australian wine, and
  • a gallery of high-quality content that captures Australian wine regions and the people behind our wine.

Read on for more information about these activities and for updates on future initiatives, including in-market events, subscribe to our $50m Package e-newsletter.


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International events
Repositioning the Australian wine category in markets with the largest export growth potential
Australian Wine Made Our Way
Celebrating the authenticity, creativity and diversity of premium Australian wine with a national brand platform
Australian Wine Discovered
Online access to an Australian wine education program with detailed wine guides, 20+ modules, editable presentations and more
Consumer website
Featuring 65 premium wine regions with winemaker profiles, stories and insights into Australia’s most popular wine varieties.

Dundee campaign

In 2018–19, Wine Australia partnered with Tourism Australia on a $36 million marketing campaign in the USA aimed at boosting interest in Australia as a tourism destination.

Australian Wine ‘Unmatched’ in the USA

Wine Australia launched its first consumer campaign in the USA Unmatched – targeting wine enthusiasts, aged 21–35 in 2019.
In a series of short documentary style films, the campaign challenged consumer thinking by pairing Australian wine with the unexpected – from art and music, to fashion or a social movement.

Watch the below video to follow our journey of unexpected Australian wine pairings.

Need more information about the Export and Regional Wine Support Package?

Take a look at the FAQs or email us.

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.