April 2007

MEDIA RELEASE
Promotional wine activities reviewed

The Winemakers’ Federation of Australia (WFA) today announced that the Wine Australia International event would not be held in 2008.

Chief Executive Stephen Strachan said the WFA board had made the decision following discussions with the Australian Wine & Brandy Corporation (AWBC) and in close consultation with Exhibition Organisers Pty Ltd, our partner in presenting the event since 1998.

‘Whilst the event has attracted long term support from individual wineries, regional wine associations and associated companies, the industry needs to reconsider its promotional activities, particularly those conducted in the domestic market’, he said.

‘Both the new joint WFA and AWBC Wine Australia: Directions to 2025 strategy and the global Wine Australia brand review undertaken by the AWBC have and will continue to lead to the identification and development of exciting promotional opportunities in Australia and overseas.’

‘Directions will be launched in Sydney on 2 May and will launch the new platform for our promotional wine activities both in Australia and internationally.’

‘The Directions taskforce has identified a clear need for an increased commitment towards domestic market promotion and any new initiatives will logically fall out of this process’, said Mr Strachan.

‘Directions will provide clear guidance on the opportunities for the Australian wine sector and ways to maximise these opportunities including our promotional activities, whether in the form of an event or some other mechanism’, he said.

Some of the industry promotional activities already undertaken through the AWBC as a result of the comprehensive Wine Australia brand review include the following:

International visits - an ongoing AWBC program targeted at building relationships with international trade, media and key influencers (such as wine educators) via hosted Australian visits. It is estimated that these visits generate publicity valued at more than $30 million per year as a benefit to the Australian wine sector through regional visits or associated tastings.

Australia: world class - an education and promotional tool for industry to adopt through use of a DVD allowing users to customise material with their own brand information. The benefit is two fold - generate your own branded communications and/or create customised staff training packages and tutorials. The education content is also available online at www.wineaustralia.com/worldclass and the customised features and updates will be available via DVD distributed to industry in June 2007.

Crush by Max Allen - the AWBC commissioned Max Allen to record 20 ‘chapters’ from his book - Crush - to be added to iTunes as podcasts. Each episode looks at an Australian wine region, including grape varieties, wine styles and an explanation of why the wines from each place taste the way they do. This is a Wine Australia - Regional Heroes initiative…spreading the word about wines from somewhere rather than wines from anywhere and increasing awareness of Australia’s regionally distinctive wines. Audio segments can be found on iTunes or at www.wineaustralia.com/Australia/Default.aspx?tabid=1940

Mr Strachan said the first Wine Australia event was held in 1996 in recognition of the need for Australia’s wineries to present a national showcase within their largest market - Australia.

‘Since the first event it has been held every two years, evolving and changing significantly to expand from the original domestic focus towards a global positioning and sales activity.’

Mr Strachan said the WFA was extremely appreciative of the support for past Wine Australia International events received from winery and corporate exhibitors, sponsors and government bodies over the years and hoped the event had proven beneficial for companies involved.

‘I’d particularly like to recognise our presenting partner Exhibition Organisers, who joined with the WFA in 1998 and has provided crucial underwriting to ensure the event’s ongoing viability’, he said.

‘A large number of companies and individuals threw their support behind the event from the early days. Whilst there are too many to individually name, I’d particularly like to acknowledge members of the Wine Australia Board, chairs Len Evans AO OBE and James Halliday, the New South Wales and Victorian Governments, foundation sponsor O-I Australia (formerly ACI Glass Packaging), Austrade and former WFA Chief Executive Ian Sutton.’

‘The event has attracted numerous sponsors over the years and their support is also recognised and appreciated, including the 2006 sponsors - the NSW Government (through State & Regional Development and Tourism NSW), O-I Australia, the AWBC, the Wolf Blass Foundation and Liebherr Wine Cellars.’

‘We look forward to working with the AWBC on promotional activities for the industry’s benefit both in Australia and overseas‘, said Mr Strachan.