The platform will underpin all investments supported by the Australian Government’s $50 million Export and Regional Wine Support Package.
Wine Australia’s Chief Executive Andreas Clark said that these activities are part of a broader strategy to build perception of and demand for Australian wine and wine tourism among the wine trade and consumers in Australia’s largest and fastest-growing export markets.
Wine Australia wants to showcase the people, places and processes that make Australian wines unique with wine consumers globally.
“Our targeted events, media and education campaigns – such as the recently launched Australian Wine Discovered education programme – are amplifying positive sentiment, interest and excitement around the Australian wine category and building trade and consumer demand for our wine and tourism offerings,” said Andreas Clark, “We’re also increasing our presence on social media and e-commerce platforms globally to better speak with consumer audiences.
“In the past, our resources have been largely trade-focused; the $50m Package is allowing us to step up consumer engagement through digital media and connect with a larger audience.”