Australia’s wine industry is entering a new chapter – one that calls for bold storytelling, fresh relevance and a united approach to reconnecting with domestic consumers.
‘We make a wine for that’ is Wine Australia’s new domestic marketing campaign, aimed at reinvigorating enthusiasm and excitement for Australian wine by reminding locals that there’s a wine made here that fits every occasion. The campaign responds to a critical need: a declining domestic wine market and reduced wine consumption among Australians – particularly younger generations.
It’s doing this by inviting every part of the wine trade to be part of a shared message that helps consumers see wine differently.
Two examples of Wine Australia’s new “we make a wine for that” campaign
Australian wine is facing a clear challenge. Despite holding a dominant position in the domestic market, comprising over 80 per cent of all wine sold, regular wine consumption has fallen from 50 per cent to 40 per cent of the adult population between 2019 and 2024. This downturn is primarily attributed to low-involvement drinkers leaving the category, and broader market trends show that wine is losing ground to alternative alcoholic beverages, from imported wines such as New Zealand Sauvignon Blanc, Italian Prosecco, and Champagne to competing categories in beer, spirits or RTDs.
The opportunity lies in engaging higher spending consumers in the category – those who know of wine but who aren’t regular wine drinkers, such as Gen Z and Millennials, who drink broadly, experiment often and are open to discovering more.
Recognising these challenges, Wine Australia’s campaign seeks to protect and enhance the domestic footprint of Australian wine by meeting consumers where they are; making wine feel like the natural choice through social occasions, storytelling and lifestyle relevance.
The opportunity lies in engaging higher spending consumers in the category – those who know of wine but who aren’t regular wine drinkers, such as Gen Z and Millennials, who drink broadly, experiment often and are open to discovering more. Recognising these challenges, Wine Australia’s campaign seeks to protect and enhance the domestic footprint of Australian wine by meeting consumers where they are; making wine feel like the natural choice through social occasions, storytelling and lifestyle relevance.
Putting Australian wine where it belongs: in the moments that matter.
The idea behind ‘We make a wine for that’ is simple: reconnect Australians with the wines made in their own backyard by showing how it fits into real life. Not just the big celebrations, but all the in-between moments too.
This is more than a marketing message. It’s a category-led, strategic push to:
Broaden the relevance of wine across more diverse consumption occasions, making it a natural choice for everyday, spontaneous and social occasions.Champion the diversity and quality of Australian wines, including their unique varietals, regionality, and innovative producers.Give the whole sector a lift, particularly in regional communities.
This is a sector-wide invitation to rally behind a shared message to make Australian wine more visible, more relevant and more exciting to more consumers. Through storytelling and creative that’s rich in emotion and grounded in real-life, relatable moments, we’ll spark curiosity, drive discovery and help consumers make a stronger connection to Australian wine, and the people and places behind it.
While the campaign speaks to all adult wine drinkers, it’s especially focused on the next generation. Millennials and Generation Z are shifting the landscape of alcohol consumption. They’re curious, socially driven and experience-led. They’re also underrepresented in wine, instead often gravitating toward craft spirits, cocktails, or no/low-alcohol alternatives.
To connect with these demographics means engaging them where they are: in their culture, conversations and social connections. That means framing wine not as an elitist or formal experience but as something approachable and relevant to occasions aligned with today’s lifestyle. This campaign leans into themes of connection, experiences, discovery, and authenticity.
Long Lunch and Sunny Days are two of the many occasions Australian wine suits
What is ‘We make a wine for that’?
It’s a category-wide platform designed for the whole sector to adopt, adapt and amplify. The campaign positions Australian wine as easy to enjoy and ready for any occasion, whether it’s a special moment or celebration, date night, a camping trip with friends, or takeaway at home after a busy week.
The creative brings wine into everyday life. Think less formality, more spontaneity, with a strong emotional hook: these are the moments that matter, and ‘We make a wine for that.’
The campaign isn’t a one size fits all push. Instead, it invites Australian wine businesses — including wineries, cellar doors, on-premise venues, retailers (physical and online), and regional wine associations, to bring their own flavour to it.
The message can flex from informal pairings to premium expressions. It can speak to sommeliers and bottle shop staff, regional cellar doors or suburban bars. It’s a national story with room for local voices.
The creative is warm, inclusive and emotionally resonant. It captures the moments people actually live – sunny afternoons, catch ups with mates, dinners and positions wine as part of these moments. Themes of community, connection, and exploration dominate the aesthetic, aiming to draw consumers into a broader lifestyle narrative.
A suite of flexible and adaptable creative assets has been developed by Wine Australia to support campaign adoption across various touchpoints.
Why and how the industry should get involved
This campaign is more than a message. It’s a moment; a chance for the whole sector to come together and remind Australians why our wine deserves a place in their lives. Whether you’re a winery, hospitality venue, retailer or regional association, there’s something in this for you.
A collective effort has greater potential to grow the entire Australian wine segment, and keep Australian wine top of mind in a competitive market.
Participants can tap into national media, digital campaigns and creative assets that amplify your brand story and connect with consumers through a unified, high-quality campaign.
By showing wine as approachable, relevant and worth discovering, we give lapsed consumers a reason to reconnect or for the next generation to try it for the first time. The campaign is designed to be adapted to suit different regions, brand personalities, and marketing goals.
Whether you want to host your own wine moment, collaborate with other local businesses, or just share some great content and stories, there’s a place for you. Participating businesses can use the campaign to strengthen relationships with retail and distribution partners through collaborative storytelling, aligned activations, and promotional activities.
At its core, ‘We make a wine for that’ is an open invitation to reconnect with the domestic audience, to showcase the vibrancy of our sector, and to celebrate the moments that make wine special. Hopefully, it’s the start of something long-term: a foundational platform we can build on together, season after season.
In a time of significant challenge and transformation for the Australian wine industry, the ‘We make a wine for that’ campaign offers a hopeful and strategic way forward. More than a marketing initiative, it is an invitation to reimagine Australian wine’s place in the hearts and glasses of local consumers.
By leveraging authenticity, storytelling, and occasion-based marketing, the campaign aims to shift perceptions and behaviours, making Australian wine not just the default domestic choice, but an exciting one. With strong sector collaboration, Wine Australia hopes this initiative will pave the way for sustained category growth.
For further information or to get involved, stakeholders are encouraged to visit wineaustralia.com/wemakeawineforthat.
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This article has been written for, and published in, Drinks Trade Winter #94, which is being distributed nationwide now. If you don’t think you’re on the mailing list and would like to secure you copy, reach out to one of our team-members now