Wine Australia Director outlines battleplan

By James Wells at ProWein in Düsseldorf

The newly-apppointed regional director of Wine Australia for the UK, Ireland and Europe, Yvonne May, has outlined her key goals for the business over the coming months.

Speaking exclusively to TheShout at Prowein 2011 in Düsseldorf, May said she is approaching the role with an 80 percent weighting towards trade-related activities and a 20 per cent consumer marketing focus.

"The trade activity will focus on key relationship management, training, marketing intelligence and creating solid communication tools," she said.

One of the key platforms will be the 'A+ Australian Wine' marketing vehicle which is likely to expand into separate market-specific products focusing individual sections on: the UK & Europe, the Americas, Asia and the domestic market.

Built into this will be social media devices as well as significant detail including events, tasting notes and regionally-specific categorisation which will also allow it to be promoted through third-party partnership activation.

"My goal in this role is to educate, engage and inspire. I have held 65 meetings so far since I was appointed earlier this year and I hope to make it to 100 by the London Wine Fair in May."

Other key activities planned include the Australia Day annual tasting, a sommelier immersion program, a focus on targeting the future wine generation known as 'the millenials' and an AGM held in the week prior to the London Wine Fair that can not only be attended by program members of Wine Australia as well as members of the trade and press.

To hear more from Wine Australia regional director – UK, Ireland and Europe Yvonne May, click on the video below.