Wine Australia has released its AUD 67.8 million strategic plan for 2018-19, China, Asia and the USA are the top markets to be targeted by this year’s promotion campaign.
The move is part of the trade body’s five-year strategic plan, which spans from 2015 to 2020.
The marketing efforts will focus on promoting premium and fine wines to overcome perceptions that Australian wine is mainly affordable everyday wine.
One of Wine Australia’s action plans is to ramp up exposure on social media and e-commerce platforms such as Tmall, WeChat and Weibo in China.
Australia’s wine exports have soared almost 40 per cent during the past three years to AUD 2.65 billion, putting the industry in its strongest position in years.
Wine Australia said in the report: “Significant milestones have been achieved so far, with total free-on-board export value up 39 per cent and value growth in all price segments, from AUD 1.9billion to AUD 2.65 billion between July 2015 and March 2018.”
But chief executive Andreas Clark said they would not be complacent and would keep up with the hard work.
“We have a packed program of activities, including significant investments in the US, which will be spearheaded by the Australian Wine Made Our Way campaign,” Mr Clark said.
The campaign will be the cornerstone of Wine Australia’s marketing activities for the next 12 months. It will celebrate the authenticity of the nation’s wine across international markets, the strong bonds of camaraderie in the grape and wine community and the sector’s drive for excellence and innovation.
(the writer can be contacted at: SLawMathews@thewinechronicle.com)