California Wines has appointed a PR and communications agency – Agent99 – to raise awareness and deepen the understanding of California wines among Australians.
The campaign, supported by Wine Institute’s California Wine Export Program, will highlight the versatility of contemporary Californian wines, and heighten their local visibility through a range of trade and consumer events, industry collaborations and media relations activities.
The first major focus of the program will be hosting a multi-city trade tour where relevant representatives from the industry will have the opportunity to expand their understanding of the contemporary California wine sector.
“Rather than the clichéd association that some may have,” says Hiro Tejima, joint regional director of North Asia & Australasia at California Wines.
“We are so excited to be working with Agent99 to increase the visibility of modern California wines in Australia, especially given their extensive experience in this space.
“For California, which makes up 95 percent of all US wine export, Australia is an incredibly important market coming from California.
“We’re expecting locals within the beverage and hospitality sector, and consumers alike to have a strong appetite for this campaign.”
Wine Institute’s California Wine Export Program helps cultivate sales of California wines in more than 30 countries with a dynamic program of marketing and sales promotion activities targeting the international wine trade, media and consumers.
“By providing timely data and expert analyses, we aid wineries in entering new markets and navigating the intricacies of the export landscape,” Hiro says.
“We are also a key resource for importers, providing access and connections to California wineries seeking to develop new markets.”
Further reading
David LeMire on navigating the wine market at a time like this