Treasury quits generic Oz campaign

04 February, 2011

Wolf Blass and Rosemount supplier Treasury Wine Estates has pulled out of Wine Australia’s generic promotional programme in the UK.

The company is at odds with the body’s A+ strategy, which it believes is focusing too strongly on upmarket, niche wines and not enough on the big brands on which Australia has built its reputation in the UK.

A Treasury spokesman said: “It is disappointing we’ve got to this point and it comes after some time trying to work through issues with the Wine Australia UK team.

“We’ve seen declining value over recent years and campaigns which do not promote and represent our total portfolio of Australian brands, for what is a considerable annual investment.”?New Wine Australia UK director Yvonne May said: “While Treasury is not a member this year in the UK, we have worked very closely with Treasury Wine Estates in the past and will continue to do so, and the company remains a Wine Australia market programme member in North America and China.

“It has also been proactive in supporting the A+ Australian Wine brand in Australia and during its initial preview phase last year in China.”

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