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Wine Australia calls on independents to back Regional Heroes campaign

Published:  05 November, 2009


Wine Australia is inviting independent merchants to take part in a four-week promotional campaign to help push its Regional Hero initiative.

Wine Australia is inviting independent merchants to take part in a four-week promotional campaign to help push its Regional Hero initiative.

It hopes wine merchants will not only sign up to the promotion, but encourage them to stock more regional wines from Australia on an on-going basis. To get merchants on board it is offering the incentive of a trip to go and visit many of Australia's regional wine heroes for themselves.

It is calling on merchants to run a Regional Heroes promotion for a minimum of four weeks
between January and May 2010 and will be able to use training and point of
sale material from Wine Australia.

The Regional Heroes initiative is now into its third year and is helping to raise awareness both with the trade and consumers about the different Australian wine regions, their varietals and styles of wine.

Lisa McGovern, Wine Australia's director for the UK, Ireland and Europe said: "Our Regional Heroes programme is a great showcase for the quality and value that exists in Australia's wine regions. Feedback from the trade has been really positive and we are looking forward to growing the promotion in 2010 reaching more regional wine merchants across the UK."

For information and to sign up for the Regional Heroes program contact Regan Schwartz at Wine Australia on email uk@wineaustralia.com.

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