The South Australian State Government is backing a national initiative to promote Australia’s key wine regions in major export markets.
Primary Industries and Resources South Australia will sponsor an Australian Wine & Brandy Corporation program in the UK and Ireland to promote Australia’s distinctive regional wines under the Wine Australia Regional Heroes banner. Each participating business will showcase a number of individual regions and the signature wine styles that have made them famous - Barossa Shiraz; Clare Valley Riesling; Coonawarra Cabernet Sauvignon and more besides.
“This is the start of our response to the Directions to 2025 call for a greater focus in export markets on regionally distinct wine from Australia, and the South Australian Government’s support is as invaluable as it is far-sighted,” commented the AWBC’s General Manager of Market Development, Paul Henry.
The promotion will initially target independently-owned retail outlets and restaurant operations, and will begin with staff training sessions aimed at communicating the distinctive features of regional expression, and demonstrating the benefits of encouraging customers to trial or trade up to a Regional Hero from Australia.
“This will be part of a wider campaign aimed at highlighting that each region has a compelling story to tell, and that the Australian category can present wines with a distinctive regional accent just as diversely and credibly as our European competitors. We now sell wine in more than 100 countries and our annual exports have just passed $3 billion for the first time, so we have a pretty good story to tell.” Henry said.
Regional Heroes is part of a new AWBC marketing strategy that promotes Australian wine under four sub-brands, or personalities, comprising Brand Champions, Generation Next, Regional Heroes and Landmark Australia. For more information about the Wine Australia marketing strategy visit www.wineaustralia.com
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