Enhancing the reputation of Australian wine through market promotion activities
When compared to international competitors, the strength of the Australian wine sector’s research, innovative practices and technical education is a source of competitive advantage. This project will supplement Wine Australia’s market development strategy by providing targeted technical content that is designed to inform and educate influencers, opinion leaders and educators in trade, media and consumers. An engaging message will create opportunities to promote the innovation dimension of Australian wine.
The AWRI will support Wine Australia via a number of activities to be scheduled domestically and internationally. The level of support will be wide-ranging and will include hosting visits to the AWRI, delivering presentations for in-market visitors, and presenting themed tastings, masterclasses and educational activities at exhibitions.
This project will illustrate the benefits of the AWRI’s and Australia’s RDE activities to the broader wine community and contribute to the sharing of engaging stories about Australian wine.
Twelve presentations were delivered to a total of 341 participants in Australia, South Korea, Japan, United Kingdom, Germany and Austria. Content was varied, with the most popular topic being ‘Australian Shiraz: pepper and provenance’. Tastings featuring wine flavours and faults were also presented. Interactive aroma experiences were provided at the Australian Wine Grand Tastings in South Korea and Japan, using ‘sniff strips’ to present a range of wine aromas in a display known as the ‘Aroma bar’. This concept was then upgraded at Vinexpo in Hong Kong as an interactive display stand of hand-blown glass vessels, known as the ‘Aroma wall’. Each vessel contained wine spiked with a different aroma with links to research at the AWRI and Australian wine. The concept was very popular and was seen as an innovative and creative way of introducing a new audience to Australian wine. Brief handouts were also provided to explain each wine aroma on display and how it related to Australian wine.