By Amy Looker, editor – National Liquor News 

Wine Australia has launched its updated Market Program Guide, outlining upcoming user-pays activities.

It is also the first guide to be issued on a quarterly basis, having previously been released annually, and is now available to wine brands, exporters, importers, regions and states to promote Australian wine both domestically and in key export markets. 

The guide currently includes 53 user-pays opportunities in 16 markets ranging from trade-focused events, consumer events, retail promotions, tastings and masterclasses, educational initiatives and advertorial opportunities to sommelier and trade immersion activities, that all aim to promote the diversity, quality and regionality of Australian wine.

“By updating the guide every quarter instead of releasing a new guide each year, we’re ensuring that we’ve got the flexibility to create new activities that facilitate a more nimble marketing approach,” said Wine Australia’s general manager of market development, Stuart Barclay.

Barclay also emphasised the importance of participation at international trade shows.

“We’re seeing a great deal of renewed interest and enthusiasm in Australian wine in some of our most important export markets and we want to keep up that momentum. Shows like ProWein and the Vancouver International Wine Festival were hugely successful activities for us this year and in fact 75 per cent of our exhibitors at ProWein have already signed up for next year.”

The Market Program Guide is now available to view and download on the Wine Australia website.

The Shout Team

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

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