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Wine exporters team up for global marketing

Wine exporters team up for global marketing article image
Global marketing for Australia's key wine exporters will now come by the dozen as a new initiative teams family winemakers together as 'Australia’s First Families of Wine' (AFFW). The 12 members span four states and have a combined heritage of 1,200 years of winemaking experience. The AFFW initiative is designed to promote the character of Australian wine to consumers and commercial parties, such as retailers and restaurateurs, worldwide. "The future must belong to those companies that can tell a compelling and authentic story which can only be described as uniquely Australian. The AFFW initiative exemplifies this philosophy and can play a role in the next chapter of our international and domestic success," remarked Paul Henry, general manager for market development at the Australian Wine and Brandy Corporation. Australian Minister for Agriculture and Forestry and Fisheries Tony Burke will launch the AFFW collective on August 31. They plan to tackle the European market with the new logo in May 2010. The inaugural members of the AFFW are: Brown Brothers, Campbells, d’Arenberg, De Bortoli, Henschke, Howard Park, Jim Barry, McWilliam’s, Tahbilk, Taylors, Tyrrell’s, and Yalumba.

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