Trade association Wine Australia is set to run a national marketing push in August that has been designed to bolster sales of the country’s wines in its on-premise channel.
The campaign, ‘We Make a Wine For That’, is centred around an online calendar of Australia’s wine events that will be promoted by paid digital, PR and social media content next month. Businesses “of all sizes”, including wineries, on-premise venues and regional bodies, are being encouraged to input “events, experiences or tailored promotions” onto the site.
Wine Australia has also created a free marketing ‘toolkit’ for venues, including digital and printable campaign assets and templates. The trade organisation debuted the marketing platform last year, and said its efforts reached 4m people across digital and out-of-home (below) activations.
While August has been pinpointed as “Australian Wine focus month”, ‘We Make a Wine For That’ has been designed as an ongoing campaign and platform for the country’s wine industry.
Wine Australia said the campaign aims to “showcase the breadth of Australian wine” amid “shifting preferences across generations”. Citing research by Australian retailer Endeavour Group, the organisation said: “For the sector, these trends reinforce the need to meet consumers in the moments they are already choosing. Campaigns like ‘We make a wine for that’ provide a platform to do exactly that, allowing businesses to showcase the breadth of Australian wine in ways that align to evolving tastes and to connect those styles directly to bookable experiences, occasions and real-world moments that drive trial and repeat engagement.”
Andrew Shedden, the GM of merchandise at Australian liquor store Dan Murphy’s, which is owned by Endeavour Group, added: “Younger consumers are exploring lighter styles, sparkling, rosé and categories like prosecco and spritz, and Australian winemakers are well placed to meet that demand.
“The diversity of what’s being produced domestically right now is outstanding, and campaigns like this are a great platform to showcase that breadth and quality.”
