Since its August launch, Wine Australia’s new industry-led ‘We make a wine for that’ campaign has been generating strong engagement across the country. With activations being rolled out by an ever-growing list of regional bodies, wineries, retailers, and licensed venues, the sector is embracing the campaign’s flexibility and impact.
Now with spring and summer on the horizon, it’s time to get involved and directly benefit from the momentum that’s building.
The events calendar is promoting Australian wine experiences and events around the nation. Whether you’re hosting tastings, running in-store activations or supporting your region with local events, every effort helps generate consideration for Australian wine, so add your events to tap into the shared interest.
As Andrew Shedden, Endeavour Group’s General Manager Endeavour Premium & Luxury, puts it, “the timing of this national push is incredibly relevant as we see consumers actively seeking versatile and approachable options, and a unified, sector-wide approach like this is precisely what’s needed to collectively elevate the profile and appeal of Australian wine at home.”
Designed to work for you
The ‘We make a wine for that’ platform is highly customisable and designed to work across individual brands, audiences and settings. With an extensive, ready-to-use toolkit of free promotional assets, brands can easily tailor the creative to suit their voice and drive relevance with their customers.
By downloading the latest assets to use in-store now and aligning with a national, industry-wide message, brands can maximise their reach and play a visible role in elevating Australian wine across a broader range of consumption occasions.
More relevance = more reasons to buy
Consumer behaviours are evolving, and with that, consumption occasions are changing. Younger generations are gravitating toward more meaningful, shared experiences, moving away from traditional formal occasions and prioritising relaxed, authentic moments that foster connection.
This shift in consumer behaviour underscores the need to showcase wine’s relevance to today’s consumption occasions. This national campaign is about making Australian wine more accessible for more moments that matter.
“We encourage the sector to continue getting behind this campaign, to amplify the message and impact purchasing behaviours for the benefit of the sector,” says Wine Australia’s CEO Dr Martin Cole.
“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.”
Being a trade-led campaign, the more we collectively support, promote, and engage with the ‘We make a wine for that’ message, the more positive impact the campaign will have on Australian consumers nationwide.
The marketing toolkit, along with the overarching campaign, have been developed for ongoing use and are focused around keeping Australian wine front of mind for more consumption occasions. The free marketing toolkit can be accessed now at www.wineaustralia.com/wemakeawineforthat while the calendar of upcoming events can be found at www.australianwine.com.
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