By Amy Looker

The Australian Wine and Brandy Corporation (AWBC) will officially change its name to Wine Australia next week, bringing it in line with the organisation’s international offices which currently operate under the Wine Australia name.

According to Wine Australia’s chairman, Jim Dominguez, CBE, AM, the name change will more accurately reflect the organisation’s key roles and functions, which is to build a more profitable wine industry by extending Australia’s fine wine presence and reputation globally, and to provide foundation data and market insights to Australian producers that deliver a competitive advantage.

“The name change will also allow the organisation to reposition our image and continue to raise our profile within the industry, providing a perfect opportunity to reinforce our key objectives,” said Dominguez.

In addition, Wine Australia will launch its new consumer brand, A+ Australian Wine, which will be rolled out both domestically and internationally over the next 12 months.

A+ Australian Wine aims to enhance the profile of locally produced wine by focusing on the heritage, quality and diversity of the Australian wine industry.

Dominguez describes the brand as part of a long-term strategy to bring benefit to the entire industry.

“It is also a vital component of the overall Wine Australia strategy which is about preserving and communicating the quality, integrity and reputation of Australian wine,” he said.

Wine Australia was established by the Australian Government in 1981 and it based in Adelaide.

It also operates offices in the USA, Canada, the UK, Ireland, Japan, China and Hong Kong.


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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