Australian wineries are about to face a new challenge on home turf with a big push from Californian wine producers to boost sales down under
Leading Sydney PR company Agent99 Public Relations was this week appointed by California Wines to raise awareness and deepen the understanding of Californian wines among Australian drinkers.
Expect to see trade and consumer tastings in major Australian cities in the New Year.
The new campaign, supported by Wine Institute’s California Wine Export Program, will highlight the versatility of contemporary Californian wines, and heighten local visibility through a range of trade and consumer events, industry collaborations, and media relations activities.
"We’re excited to wrap up 2024 on such a high note and look forward to an even more dynamic 2025, delivering smart ideas that have true impact, with California Wines and our valued clients," says Agent 99 principal haron Zeev Poole.
Wineries such as Robert Mondavi, Kendall-Jackson, Wente and Ridge will be featured.
“We are so excited to be working with Agent99 to increase the visibility of modern California wines in Australia, especially given their extensive experience in this space," says Hiro Tejima, joint regional director of North Asia & Australasia at California Wines.
"For California, which makes up 95% of all US wine exports, Australia is an incredibly important market.
"We’re expecting locals within the beverage and hospitality sector, and consumers alike to have a strong appetite for this campaign.”
I have tended to find Californian wines have too much alcohol, are too sweet, too buttery, too sweet, and very expensive. But I'm prepared to be proved wrong.
Wineries such as Robert Mondavi, Kendall-Jackson, Wente and Ridge will be featured.
“We are so excited to be working with Agent99 to increase the visibility of modern California wines in Australia, especially given their extensive experience in this space," says Hiro Tejima, joint regional director of North Asia & Australasia at California Wines.
"For California, which makes up 95% of all US wine exports, Australia is an incredibly important market.
"We’re expecting locals within the beverage and hospitality sector, and consumers alike to have a strong appetite for this campaign.”
I have tended to find Californian wines have too much alcohol, are too sweet, too buttery, too sweet, and very expensive. But I'm prepared to be proved wrong.
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