'Open your mind to Australian wine,' asks the AWBC of overseas markets

摘要

The Australian Wine and Brandy Corporation's (AWBC) 'Open your mind to Australian wine' campaign, the culmination of over 12 months of research and planning to reinvent the existing Wine Brand Australia, was launched in front of many of the Australian wine industry's leading decision makers on 3 May in Sydney Having taken a 'step up' in the collective marketing approach, Wine Brand Australia is now to be known as 'Wine Australia', not to be confused with the biennial Sydney event. The campaign is an extension and refreshment of the brand footprint, rather than a complete relocation, and aims to build on Australia's $2.75 billion wine export success. Nearly $2 billion of this amount is credited to both the major UK and USA export markets, said AWBC chief executive, Sam Tolley in his address to attendees. 'It is important to understand that the standard upon which the Australian wine sector's success has been enjoyed is continuing and is certainly not a foregone conclusion,' Sam said. 'There are real challenges ahead of us, but we have the people, the product and the marketing plan to help us to respond effectively to these challenges.'