Wine Australia reveals new generic campaign

Wine Australia has unveiled the first phase of a new generic marketing campaign for the country's wines.

The body has launched a website to back its A+ Australian Wine – every one has a story global campaign, which focuses on the personalities and places associated with its wines.

It said the aim was to profile wines that displayed "an unmistakable personality, character and flavour of their own" and "wine styles that cannot be replicated anywhere else in the world".

The first stage of the push is a consumer website, where Australian wineries can share their stories.

Lisa McGovern, the UK, Ireland and European 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.”

Wine Australia’s director of marketing and communications, Lucy Anderson, added:

“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.”

Off Licence News recently revealed that Australia's take-home sales were up 1% (Nielsen MAT to May 15 2010), making it the UK's most popular wine-producing country with 21.2% market share.