New promotion campaign for Australian wines

The Australian grape and wine sector is being urged to rally behind a new promotional campaign with the message: "We make a wine for that."

This new marketing invites the entire wine sector to connect with Australian drinkers by celebrating the quality and diversity of Australian wine. 

The messaging aims to remind consumers that whatever the occasion, there is an Australian wine that meets their needs. 

From backyard barbecues to camping trips and dinner parties, the idea is there is an Australian wine for the occasion. 

The plan is developed by Wine Australia as part of the One Grape & Wine Sector Plan. 

Dr Martin Cole, CEO of Wine Australia, says the campaign was developed in collaboration with the sector to elevate Australian wine as the beverage of choice. 

“Experts from the sector Joint Marketing Group (JMG) provided guidance and insight to support the development of the campaign and ensure it meets the needs of our very broad business types," Cole said.

“Highlighting Australian wine’s relevance for more occasions was clearly identified as a strong platform to build the campaign around. We already make world-class wines that belong in those moments, so this is our opportunity to remind people of that and give them confidence in choosing Australian wine.

“The real value here is relevance. Showing Australian wine as a relevant option for the moments that matter, with messaging that makes Australian wine feel familiar, local, and easy to choose. We encourage the sector to get behind this campaign, to amplify the message and impact purchasing behaviours for the benefit of the sector." 

Check out wineaustralia.com/wemakeawineforthat.