Australian public relations and communication agency Agent99 has been appointed by California Wines with the partnership aiming to deepen knowledge about Californian wines amongst an Australian audience.
Wine Institute’s California Wine Export Program helps cultivate sales of Californian wines internationally. Its latest campaign is set to capture the Australian wine sector through trade and consumer events, industry collaborations and media relations activities.
Hiro Tejima, Joint Regional Director of North Asia & Australasia at California Wines says that the collaboration holds significance in establishing Californian relations in the Australian wine sector while also captivating the Australian market.
“We are so excited to be working with Agent99 to increase the visibility of modern California wines in Australia, especially given their extensive experience in this space. For California, which makes up 95% of all U.S. wine export, Australia is an incredibly important market coming from California. We’re expecting locals within the beverage and hospitality sector, and consumers alike to have a strong appetite for this campaign,” Tejima said.
The first major focus of the program will be hosting a multi-city trade tour where representatives from the industry will have the opportunity to expand their understanding of the Californian wine sector. Robert Mondavi, Kendall-Jackson, Wente and Ridge are among some of the brands available to sample.
The campaign is set to commence later this month. Distributors, importers, retailers or venues interested in becoming involved can expect an announcement in early 2025.