Wine Australia launches biggest-ever Australian wine promotion in US
Wine Australia is launching its largest-ever promotion of Australian wine in the United States – the Far From Ordinary campaign – this week.
The $8 million campaign (held September 17 to October 10) is a key milestone in the fourth and final year of the $50m Package, integrating three years of targeted marketing strategy into a single campaign.
New Yorkers will be treated to three nights of Australian wine celebrations at the Union West in Chelsea. The invitation-only Australian Women in Wine Awards will recognise the work of women in the Australian wine community and the Far From Ordinary consumer events will turn the traditional wine tasting on its head – bringing the sights, sounds, smells and tastes that typify the Australian wine scene.
Wine Australia’s first ever New to Market Showcase in New York on September 18 will connect a select group of US importers and distributors with 18 Australian wineries looking to gain a presence in the market.
From September 19, more than 100 Australian exhibitors will showcase their fine wines to the American wine trade as part of a six-city roadshow visiting New York (September 19), Chicago (September 23), Miami (September 25), Dallas (September 27), Los Angeles (October 1) and San Francisco (October 3). The roadshow will feature trade tastings, educational seminars and importer/distributor networking opportunities, and is expected to attract up to 2500 attendees across the six cities.
The Far From Ordinary campaign will culminate with 100 American wine influencers – sommeliers, wine writers and other industry members – gathering at Lake Tahoe, California for the second Australia Decanted event, taking place October 6-10.
This exclusive event, featuring 16 Australian winemakers, is designed to build relationships and raise awareness of Australia’s wine history, regions, grape varieties and food pairings over the course of four days.
Wine Australia Chief Executive Officer Andreas Clark said: "The USA remains the world’s largest and most attractive market.
"It’s estimated retail value of US$38 billion is more than double that of second-placed China.
"There’s a significant opportunity for Australia to increase its market share and, with the support of the $50m Package, we’ve been working hard to reposition the Australian wine category in the USA and take advantage of the growing demand for premium wine.
"This Far From Ordinary campaign invites US trade, media and consumers to experience a side of Australian wine that they never knew existed.
"While Australian wine exports to the US grew 2% to $432 million in the year ended June 2019, much work remains to increase our market share in the world’s biggest wine market.
"We look forward to bringing the Australian wine scene to the heart of the USA and showing people why Australian wine is among the best in the world."
For more information, visit https://www.wineaustralia.com/whats-happening/events/aussie-wine-month-2019