With a renewed confidence and a fresh focus on its strengths and regional styles, Wine Australia is launching its new brand initiative on the world stage, “A+ Australian Wine”.  No doubt Australia’s keen interest in China, Asia’s most important emerging wine market, and the high-profile World Expo in Shanghai provided Wine Australia an ideal opportunity to showcase the launch of “A+ Australian Wine” on 30th June. 

The clear message behind the bold “A+” international marketing strategy is that it denotes both excellence and high achievement. Whereas previous perceptions of Australian wine have too often related to volume and a reliable consistency, the “A+” logo aims to demonstrate outstanding quality as well as the suggestion that there is always more to discover. The strategy is to continue to reinforce the promotion of Australia’s regionally distinct and fine wines, already highlighted by the “Landmark Australia” and “Regional Heroes” promotions initiated in 2007.

Wine Australia has invested significant resources into an on-going series of market activities and educational programmes for the coming 12 months. Master classes, educational workshops and promotions are to be held in key Chinese cities. As consumer demand for wine increases exponentially amongst the vast populous, Wine Australia has recognised the importance of engaging and educating influential local figures.

Australia already holds a 20% market share of all imported bottled wine in China, second only behind France. The decision to appoint a full-time Regional Director for Asia also displays the level of commitment to Asia’s burgeoning wine market. Lucy Anderson, existing Marketing and Communications Director, takes up her new role as Regional Director based in Hong Kong, just in time for the Hong Kong International Wine and Spirits Fair in early November.

Although launched in China, the new brand initiative “A+ Australian Wine” is a global promotion and similar market programmes will take place in other major export markets. The exciting launch, to be followed by a 4 day road show in Beijing, Guangzhou and Hong Kong, took place at a Gala Dinner in the Australian Pavilion at the World Expo. Assembled guests included key Chinese lifestyle media and wine trade members, as well as a small group of wine media from Japan, Singapore and Australia.

The team from Wine Australia together with 10 of Australia’s leading winemakers ably demonstrated their “off-shore” hospitality in true Aussie style, reinforcing every wine lover’s view that it’s not just about the wine. The tag-line for the new brand is “Every one has a story” and this was certainly the case that evening. Despite the obvious language barrier, interaction between the Australian hosts and their guests was very lively with new friendships and hopefully lasting business relationships forged at every table.

The ten Australian winemakers present for the launch had been invited to take part as they already have an existing presence in China. Their agents ranged from small private individuals who fell in love with Australian wine during their own visits to Australia to larger, very established distributors with broad portfolios of international wines. The winemakers themselves represented distinctly different regions and wine styles.

Guests had a taste of Australia’s diversity from the pristine character of a young Brokenwood Semillon to the dusty, loose tannins and chocolate characters of Wynn’s Coonawarra Cabernet. A clear sense of place was illustrated between the two Shiraz offerings – one from Wirra Wirra in McLaren Vale and the other from Peter Lehmann in the Barossa. Yabby Lake’s Pinot Noir displayed a glimpse of the potential of that variety in Victoria’s Mornington Peninsula, whilst Domaine A’s contribution continued to surprise showing that Tasmania and Cabernet Sauvignon are not necessarily mutually exclusive.

Part of the promotion includes the establishment of a new website www.australiaplus.com where winemakers across Australia are able to share their individual stories to help illustrate the uniqueness of everything Australian, not just the wine.

The message is clear – “It’s not Old World, it’s not New World, it’s Our World”.

Suzanne Brocklehurst 04/07/10