The trade organisation for the Australian wine industry is looking to increase its focus on consumers, following a cash injection from the country’s authorities.
Wine Australia, which launched a new website today, said that going forward, consumers will have a greater significance in its activations. The body said the award in 2017 of a AUD50m (US$35m) grant from the Australian government to boost the profile of the country’s wines has allowed the organisation to expand its message.
“In the past, our resources have been largely trade-focused,” Wine Australia CEO Andreas Clark said today. “The AUD50m package is allowing us to step up consumer engagement through digital media and connect with a larger audience.”
The new website aims to enhance the perception of Australian wine among consumers, and forms part of Wine Australia’s global strategy for 2019. It will be underpinned by Wine Australia’s ‘Made Our Way’ brand platform.