Wine Australia outsources UK PR

This is the first time the generic has outsourced its public relations although marketing activities will remain in house.

The appointment, effective immediately, was made following extensive consumer research and a new strategy review exercise in 2007.

Kirsten Moore, Wine Australia UK regional manager, said: "As we mature as a category in the UK, it is vital that we continue to communicate the ongoing development of our brand, focussing on creating new opportunities and new relationships."

Paul Henry, general manager for marker development at Wine Australia, echoed these sentiments.

He said: "We have recently appointed a new Board of Directors, and as part of our strategy review we resolved to build additional support for the UK, where key relationships and the importance of managing a consistent message is paramount."