The generic’s A+ Australian Wine – Everyone Has a Story initiative can be viewed at australiaplus.com, which is being added to by Australian winemakers whose wines “cannot be replicated anywhere in the world”.
isa McGovern, director of Wine Australia, said: “We are encouraging winemakers to tell their story and what led them to making wines in their chosen regions. We want to redefine perceptions around Australian wine and build greater awareness for our unique expressions of style and place.”?McGovern said A+ would be broader than Wine Australia’s Regional Heroes campaign, which links regions with a specific variety rather than personalities.
She said the site was not necessarily just for boutique wineries, but for winemakers from any of Australia’s 64 regions who were capable of giving the wine a sense of place and personality.
The campaign would be brought to life through off-trade specific promotions, which will be revealed at a later date, she said.
Once australiaplus.com is established stage two will aim to increase consumer engagement with educational and interactive content, with consumers able to add events, comments about tastings and links to blogs.
Lucy Anderson, director of marketing and communications, added: “No market advantage is really competitive unless it is unique to that category. We believe that, more than just the wine, it must be the people, the places and the stories that make Australian wine stand out from the rest of the world.”