A new campaign was introduced by Wine Australia, building a connection between domestic customers and Australian wine.
“We make a wine for that” is a category-led campaign created for every winery, region, retailer, venue and brand. It aligns Australian wine with moments that matter to highlight the community pride.
The campaign invites everyone from the wine sector to join a shared effort in enhancing the connection with wine drinkers in Australia. It is to remind that Australian wine is always an option for different occasions, shaped by the shared connections, lifestyles and experiences of people.
The International Wine and Spirits Record (IWSR) Australian Wine Landscape Report 2024 provides insights of the decreasing number in wine drinkers. To keep existing customers and engage non-existing customers, CEO of Wine Australia Martin Cole addressed how the campaign collaborates with the sector to boost the choice of Australian wine when choosing for alcohol in occasions.
“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.
“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.”
“This campaign is about giving the sector a fresh way to engage Australian consumers and reinvest in the Australian wine story,” said chair of JMG Nick Waterman.
“It’s not telling people what to drink or why. It’s about showing up in the moments they already value and making Australian wine accessible and appealing.”
Businesses are encouraged to download the free campaign toolkit that includes resources designed for campaign-related events.
Submitted events will be featured on a consumer-facing campaign website.