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According to the Chairman of Wine Australia, Jim Dominguez, change of name will highlight key roles and functions of the organisation more accurately. The key objective of the Australian Wine and Brandy Corporation has been to build a more profitable Australian wine industry by increasing the premium wine presence and reputation globally and to provide relevant data and market insights to Australian producers that deliver a competitive advantage, according to a report
Of late, Australian wines are being perceived as value-for-money cheap inexpensive wines although there are a host of quality wine producers. Wine Australia plans to launch A+ Australian Wines which will enhances the profile of locally produced wine by focusing on the heritage, quality and diversity of the Australian wine industry. Dominguez describes the brand as part of a long-term strategy to bring benefit to the entire industry.
“It is also a vital component of the overall Wine Australia strategy which is about preserving and communicating the quality, integrity and reputation of Australian wine,” he said according to the report.
Wine Australia was established by the Australian Government in 1981 to promote Australian wine industry and is based in Adelaide. It has offices also in the USA, Canada, UK, Ireland, Japan, China and Hong Kong.
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Subhash Arora Says: |
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Yes, thanks for keeping us up to date on the A+ initiative. Subhash Arora |
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Harshal Shah Says: |
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The A+ Wine initiative has been in place for almost the past 12 months. The focuse, however, has been China. With the departure of the marketing head of Wine Australia, Paul Henry and the setting up of a full-time role in Hong Kong, to be headed by Lucy Anderson (Paul's 'right-hand woman) Wine Australia shows a committment to showcase fine Australian wine to the world but with an important concentration on China and the rest of Asia. As far as I know, Lucy Anderson is working on a business plan for promoting A+ Australian wines in India. |
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