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AUSTRALIAN wine producers, brands and state and regional bodies will have the opportunity to partner with Wine Australia on a range of new activities throughout Australia and the world from July as part of the latest Market Programs Prospectus User-Pays Activities 2014-15, released yesterday.

The partnership opportunities are aimed at educating and engaging the global network of importers and distributors, independent and chain representatives, hotel sector food and beverage professionals, on- and off-premise professionals, media and consumers in Australia and key global markets, to help build and grow the Australian wine category.

Wine Australia’s general manager, market development James Gosper said the new program of user-pays activities would help achieve greater reach for and alignment of the industry’s promotional efforts.

“We invite the industry to join us in a collective approach to engaging with the global wine trade, media and consumers to showcase the quality and diversity of Australian wine and to get more Australian wines on the world’s retail shelves and wine lists,” Gosper said.

“During the past two years, the user-pays approach has allowed our diverse industry to directly invest in a wide range of activities across all our markets, from activities suited to smaller regional brands, to more large-scale commercial activities for our larger global brands.

“Understanding the industry investment choices during the past two years has allowed our team to better adapt the selection of user-pays activities for this coming year, which includes a really exciting program of consumer and trade events, retail promotions, tastings and master classes, trade events, educational initiatives, advertorial opportunities and sommelier and trade immersion activities.

“The range of initiatives will create opportunities for our many wine industry partners to achieve greater reach with their marketing efforts; provide an equitable, cost effective approach for our wine producers and state and regional partners; and remove barriers to entry for smaller producers.

“In addition to initiatives for brands that have a presence in our markets, Wine Australia has introduced dedicated and formal ‘entry to market’ activities to provide assistance to Australian wine brands wanting to enter new markets.

“We’ve received a very positive response and strong sign up to our user-pays activities during the past two years, which include initiatives currently underway in all our markets at the moment including ProWein in Germany next week, the Wine Australia Grand Tasting and Seminar Roadshow in China next month, the Trade and Sommelier Immersion Programs visits for Australian sommeliers and retailers during the next couple of months, the Winnipeg Wine Festival in Canada at which Australia is the theme country in May, and Food and Wine Magazine’s Aspen Classic in the US in June.”

The new user-pays prospectus is available from the Wine Australia website and can be viewed here.