$50 million package builds Australian wine’s global profile

Andreas Clark, Chief Executive Officer, Wine Australia

5 September 2019

Export opportunities for Australian wine are the strongest they have been for more than a decade, with favourable trading conditions and increased investment providing extra impetus.

The Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) — administered by Wine Australia over four years (2016–17 to 2019–20) — is designed to help wine businesses capture these opportunities.

Through the $50m Package, Wine Australia is investing heavily in Australia’s largest and fastest-growing export markets to enhance the perception of, and demand for, Australian wine and wine tourism among the wine trade and consumers.

A core component of the $50m Package is targeted marketing campaigns focused on China export market growth, USA export market growth and international wine tourism growth. Each campaign comprises print, broadcast, online and social media, key influencer engagement and events, and consumer education.

$50m Package highlights for 2019–20

Far From Ordinary campaign (September — October 2019)

Image of the clear ocean, white sand and red cliffs.
The ‘Australian Wine Made Our Way’ brand. Credit: Wine Australia.

The Far From Ordinary campaign will be the largest Australian wine promotion ever executed in the USA — connecting more than 100 Australian wine producers with thousands of key USA trade and media for a month-long celebration of Australian wine. The campaign will feature a multi-faceted program of events and promotions across the country; on-premise activations for trade and consumers, promoting Australian wine at point of purchase; retail and wholesaler activations; a multisensory consumer activation and Australian Women in Wine Awards in New York City; a sixcity roadshow; a new-to-market trade tasting and Australia Decanted in Lake Tahoe.

Influencer engagement and education in China and the USA, Wine Australia will amplify the Australian Wine Made Our Way brand with targeted campaigns; online promotions through the Australian wine store on Tmall; instore promotions with large retail chains; social media campaigns; media partnerships and a visits program for buyers, media, sommeliers and educators.

Wine Australia China Awards (11 November 2019)

The Wine Australia China Awards 2019 will continue to celebrate the wine sector and those who champion the Australian wine category in China. Two new award categories have been introduced to encourage more Australian wine coverage in traditional and new media.

In its seventh year, the event will kick-off a month of Australian wine activity in China, including the ProWine trade fair and the Decanter Fine Wine Encounter — highlighting some of Australia’s most iconic wines to over 1200 consumers. Wine Australia is collaborating with Meat & Livestock Australia, Horticulture Australia and Dairy Australia to create an enhanced premium food and beverage presence at the China International Import Expo (CIIE). The program of activity in November will be supported by a public relations campaign and key influencer engagement.

Vinexpo Hong Kong (26–28 May 2020)

In 2020, the Australian wine sector will leverage the success and impact of its 2018 Country of Honour role at Vinexpo Hong Kong with a powerful brand presence, targeted public relations and social campaign, elevation of the Australian Wine Discovered program and toolkit, retail activations and peripheral events and opportunities.

Vinexpo Hong Kong is the leading industry event for wine and spirits professionals in the Asia-Pacific, held biennially in May at the Hong Kong Convention and Exhibition Centre. The three-day B2B trade event attracts influential buyers, importers, distributors, producers, sommeliers and merchants from across Asia. The primary markets in attendance are China, Hong Kong, Japan, South Korea and secondary markets include Taiwan, Thailand, Malaysia and Singapore.

China Roadshow (1–14 June 2020)

A Photo of a room full of people talking to travel agents at different stalls.
China Roadshow 2019, Shenzen. Credit: Wine Australia.

China Roadshow is Wine Australia’s cornerstone trade event and the largest travelling Australian wine tasting in China.

In 2020, the Roadshow will bring approximately 70 wineries to one tier-one city and three tier-two cities over two weeks, giving thousands of Chinese trade and media an opportunity to experience Australia’s fine wines.

A one-day trade fair will be held in each city, featuring wine brands that are currently available in-market and those seeking to enter the market. Each year, the Roadshow travels to new locations in China to raise awareness of Australian wine.

Locations are determined by market insights, research and demographic data. The 2020 Roadshow will be held four days after Vinexpo Hong Kong. The format will continue to provide valuable engagement and activities and extend our database of buyers, importers and influencers in each city to maximise attendance by target audiences.

For more information about upcoming $50m Package activities, visit Wine Australia

About Wine Australia

Wine Australia is an Australian Commonwealth Government statutory authority, established under the Wine Australia Act 2013, and funded by grape growers and winemakers through levies and user-pays charges and the Australian Government, which provides matching funding for RD&E investments.

Wine Australia supports a competitive wine sector by investing in research, development and extension (RD&E), growing domestic and international markets, protecting the reputation of Australian wine and administering the Export and Regional Wine Support Package.

Last Updated: 2 September 2019
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