Spotlight - Aussie on-trade campaign heralds age of region

By Chris Losh | 26 February 2008

A new generic campaign from Wine Australia in the UK is looking to promote regionality and take consumers beyond the 'brand Australia' concept. While the move offers a chance to trade consumers up, writes Chris Losh, some in the trade remain sceptical, fearing it could undermine the accessibility which has been a cornerstone of Australia's success in the UK.

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A new generic campaign from Wine Australia in the UK is looking to promote regionality and take consumers beyond the 'brand Australia' concept. While the move offers a chance to trade consumers up, writes Chris Losh, some in the trade remain sceptical, fearing it could undermine the accessibility which has been a cornerstone of Australia's success in the UK.

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