Restoring Australia's "trailblazing" reputation and exposing consumers to undiscovered wines is top of Wine Australia's agenda, according to its new UK head.
Lisa McGovern, who takes up the post of regional director for the UK, Ireland and Europe next month, told OLN: "I want to look at fresh ways of marketing.
"There is a lot of Australia that's out there to be discovered, a lot of wineries and talent I want to tell the trade and people interested in wine about and show what Australia has to offer.
"Australia is so important in this country and it has had such a major role in promoting wine - I want
it to be known as a trailblazer."
McGovern has held a number of jobs in the wine trade, including marketing and business development roles for Graham Beck Wines, Southcorp Wines and the Wine Institute of New Zealand, and described her appointment as "like coming home".
The creation of the new UK-based role is part of a "progressive restructure of the Wine Australia marketing platform", according to the body.
General manager of market development Paul Henry said: "I am aware of how keenly anticipated this appointment has been, and while all candidates have been of a high and credible calibre, Lisa's communication experience and original commercial thinking marked her out as the individual who could best meet the challenges.
"The need for a positive sense of renewal and energy, that addresses opportunities at a local market level, is the key milestone in the next 12 months.
"I look forward to working with Lisa and all of the team on the next chapter for Wine Australia."