Spotlight - Australia's switch to wine regionality

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.

Spotlight - Aussie on-trade campaign heralds age of region

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.

Browse more hot issues

Currently reading -

Spotlight - Australia's switch to wine regionality

just-drinks tagline

Not a member? Join here