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Tuesday 8 August 2023

Victorian wines to get a higher US profile


Wine drinkers in the US are about to be blitzed by a $2.2 million sales campaign by Wine Victoria.

The USA Market Development Strategy aims to increase premium Victorian wine sales in the south and south-east states of the US.

The new strategy - funded by the Victorian Government through Global Victoria - will see Wine Victoria deliver a number of programs over the coming years to amplify the presence of Victorian wine in the region, and help grow its market.

The USA Market Development Strategy is divided into two phases and will be completed by mid 2024.

The program focuses on five core initiatives: 

# Supporting new entrants to the US market primarily through the Wine Australia Market Entry Program.

# Trade promotions with distributors, retailers, restaurants, and e-commerce platforms

# Attendance at selected trade shows

# Communications to build awareness and engage with trade and consumers.

# Appointment of a US-based business development manager to drive the program and support wineries.

Chair of Wine Victoria, Stephanie Duboudin, said the USA Market Development Strategy is an exciting opportunity for Victorian wine producers.

“These programs and activations are a great way for Wine Victoria members to showcase the quality of their wines and to tell their own unique stories on a global scale," she said.

“Wine Victoria is delighted to be working with the Victorian Government and Global Victoria to amplify Victorian wine in the United States, and to create more ways to educate people on the diverse and world-class wine styles grown and produced in our beautiful state.”

Wineries wanting to be involved in the USA Market Development Strategy Program can email 

# Wine Victoria is the peak body representing the Victorian wine industry.

Image: Dal Zotto vineyard, King Valley. Supplied

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