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Re-brand Australia

Published:  23 July, 2008

It's late April in Adelaide, the sun is beating down on the Australian Wine Centre with an intensity almost unheard of in what should be an autumnal month, and, inside his air-conditioned office, Jonathan Scott, general manager of the Australian Wine Export Council (AWEC), is looking genuinely excited.

The Wine Australia plan in brief

A refreshed positioning' and definition of Brand Australia' based on the concept of Beyond Boundaries', formed after extensive consumer and trade research and to be used in all global markets.

A greater emphasis on the diversity of Australian wine and a concerted attempt to put the excitement' back into the category.

The various trade bodies - such as the Australian Wine Export Council, the Australian Wine Bureau and the Australian Wine and Brandy Corporation - to be known collectively as Wine Australia, complete with a new logo.

The development of a renewed sense of industry unity and co-operation based on the Beyond Boundaries' concept.

Wine Australia's export arm to have a significantly increased budget and a new ability to channel funds away from mature markets and towards emerging ones, if it sees fit.

Market information-gathering to become an increased part of overseas offices work, to complement the extensive supply information already provided.

A broadened marketing strategy in the UK that is designed to defend its position in the multiples and further develop sales in the on-trade and independent retailers, and increase exposure of higher priced wines.

A brand toolkit' to be distributed to all exporting wineries to help in formulating marketing strategies in line with the new positioning.

The use of the strapline, Open your mind to Australian wine', in English-speaking markets as part of the roll-out.

The consolidation of all existing information websites, both trade and consumer, in

The use of a number of big ticket' marketing campaigns to drive awareness, including the creation of advocacy alumni' and a new educational syllabus for developing knowledge of Australian wine.

Increased co-operation between regional, state and national bodies to maximise resources.