By Andrew Starke
Wine Australia, in partnership with Qwoff TV, will be taking its latest campaign around the country to dispel some of the myths about Australian wine.
The 12 month campaign will brings Australia’s many and varied wine regions, personalities and regional stories direct to the consumer as it seeks to entertain and educate.
“This is something we’ve been dying to do for a while now,” said Qwoff TV’s Andre Eikmeier. “In January, we bought a beat-up old kombi sitting in an orchard in the Barossa, but it wasn’t until June we finally started shooting our ‘Road to Vino’ series, our first episode being in the Hunter.”
The tagline gives you an idea of what to expect: “Two scruffy wine lovers, a VW kombi, 25,000 miles and some bloody good wine!”
“It’s only just begun, with the Hunter episodes – we’re heading to the Barossa Valley next, and then McLaren Vale followed by Mornington Peninsula – one region per month, four episodes for each region, which gives us a one-hour show,” said Eikmeir.
Wine Australia’s manager for international marketing and communications, Lucy Anderson, said it was early days but initial indications were that the series was attracting a great deal of interest.
“So far the website has had over 20,000 page views and 2500 plays on the first two episodes, and we’re really pleased with these results,” she said.
To view the latest episode of Road to Vino, click here.