The message is clear, powerful and proudly local: "We make a wine for that."
This new campaign invites the entire wine sector, whether you are a producer, distributor, or seller, to join a shared effort to connect with Australian drinkers by celebrating the quality and diversity of Australian wine, and reminding consumers that whatever the occasion, there is an Australian wine that meets their needs. With alcohol consumption increasingly shaped by shared experiences, lifestyle rituals and a desire for meaningful connection, now is the time to ensure Australian wine is seen as a relevant option for the occasions that define today’s culture.
From backyard BBQs and camping trips to celebrations and catch-ups with friends, the idea is simple: no matter the occasion, there’s no need to look further than our own backyard.
Insights from the IWSR Australian Wine Landscapes Report 2024 underscore the importance of the approach. Data reveals a shrinking wine drinking population, making it critical to retain existing consumers across a broader range of consumption occasions and re-engage those who have low category engagement or who are choosing alternative alcoholic beverages.
Developed by Wine Australia, the new campaign responds to clear sector feedback and delivers a key priority from the One Grape and Wine Sector Plan. Producers called for Wine Australia to champion Australian wine here at home, with a message the whole industry can stand behind to build domestic market share.
Click HERE to read the full article.