By Andrew Starke

Wine Australia has signalled its commitment to domestic marketing, with the announcement of a new regional director, Australia and emerging markets.

Aaron Brasher has accepted the role, which has been created by the Government wine body to develop and implement market programs for Australia and identified emerging markets.

Reporting to the general manager, market development, James Gosper, the role will focus on addressing the loss of market share by Australian wine in the domestic market to imported wine and other beverages.

Wine Australia CEO Andrew Cheesman said Brasher’s experience in the wine sector would be an enormous boost to the organisation’s marketing department.

“In our industry reference group meetings this year, it was clear our members wanted us to place greater focus on activities in the domestic market and help identify new market opportunities,” he said.

“This role will be pivotal in developing and implementing a marketing program for Australia and other identified emerging markets.”

Cheesman added that the appointment, along with that of Gosper in May, were a huge coup for both the organisation and the wine sector.

“Both James and Aaron have been committed to the Australian wine sector for a long period of time and both are looking to elevate our marketing – on all levels – and achieve outcomes that return value to our wine community,” he said.

Brasher was most recently the business manager of Fine Wine and Education for Fine Wine Partners, Lion Nathan Wine’s distribution business.

He is a wine marketing graduate of Roseworthy Agricultural College and has worked for companies such as Penfolds, O’Leary Walker and Petaluma.

Gosper said plans were well underway to launch a domestic marketing program.

“We are committed to developing an innovative domestic marketing program which will excite consumers and encourage them to discover more about Australia wine,” he said.

“In the next 12 months there will be a range of pivotal programs and initiatives announced, which Aaron will manage with his key staff.”


The Shout Team

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