Wine Australia is calling on Australia’s drinks industry to rally behind a new industry-led campaign it hopes will reframe how domestic consumers connect with Australian wine.
Centred around the message We make a wine for that, the campaign invites the entire Australian wine sector to join a collective effort to connect with Australian drinkers by celebrating the quality and diversity of Australian wine. Producers, distributors, and sellers alike are encouraged to remind consumers that, whatever the occasion, there is an Australian wine suited to their needs.
“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,” says Dr Martin Cole, CEO of Wine Australia.
Two examples of Wine Australia’s new “we make a wine for that” campaign
Wine Australia’s new campaign has been crafted as a direct response to sector feedback and delivers on one of six urgent sector priorities identified in the One Grape & Wine Sector Plan: to “Grow our domestic market.”
The campaign was then developed in close collaboration with key industry representatives – including the sector’s Joint Marketing Group – to elevate Australian wine as the beverage of choice for more alcohol-consumption occasions.
“Highlighting Australian wine’s relevance for more occasions was clearly identified as a strong platform to build the campaign around,” Dr Martin Cole said. “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.”
Nick Waterman, Chair of the Joint Marketing Group, says the campaign meets a clear need for category alignment. “This campaign is about giving the sector a fresh way to engage Australian consumers and reinvest in the Australian wine story. It is an opportunity for the industry to stand united and have a consistent message about the importance of wine and the role it can play in different occasions.”
Waterman continues: “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.”
Long Lunch and Sunny Days are two of the many occasions Australian wine suits
How can Australia’s drinks trade get involved?
To support the campaign, Australia’s wine industry can download the free campaign toolkit resources, which includes ready to use assets such as logos and graphics, social media assets, point of sale materials as well as adaptable templates for businesses to customise your own imagery and branding. In essence, these resources are intended to make it easy for wine businesses to tailor the campaign to their brand and audience.
Businesses are also encouraged to submit any campaign-related activation taking place to Wine Australia’s national events calendar, which will serve as a key promotional tool in national media and PR activity during the consumer rollout starting from August. Relevant activations include anything that brings the campaign to life, from tastings, in-store promotions, venue collaborations, to themed digital campaigns.
Wine Australia’s events calendar will be a key promotional tool in national media and PR activity during the consumer rollout from August.
Reflecting on the approach, Nick Waterman says “it’s a campaign that unites us as a sector and gives us shared momentum to amplify everyone’s efforts – whether you’re a family-run cellar door, a large brand, or a local wine bar, there’s space to make this message your own. The opportunity is to make Australian wine feel relevant to the moments that matter to our consumers, and this campaign gives us the tools and language to do that.”
Dr Martin Cole adds: “We encourage the sector to get behind this campaign, to amplify the message and impact purchasing behaviours for the benefit of the sector.”
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