Australia: youth and freedom

Very few limits and a lot of imagination: this is wine marketing in Australia. Once you have reviewed all the animals on many bottles, it is interesting to discover real creative jewels which aim at being different and giving wonderful memories to the consumer. Audacity for quality wines...

Most people working in the wine industry in Australia know they have to be different, while ensuring that they make quality wines.

Quality is essential, for sure, but people need to remember which wine they tasted, in order to buy it again. Need of a story, an image, a striking memory.

The consumers also need to be reassured: there are some boundaries, even if there is a need for being different, and even if Australia is a country which is much more open-minded to innovation and creativity than other wine-producing countries.

There are different ways of differentiation: branding, name of the wine, label, bottle, packaging, merchandising, new grapes, innovative blending... There are many ways to surprise consumers, including the art of welcoming people at the cellar door, how to educate people, how to offer new ways of distributing the wine and new moments for the tasting.

Wine is a complex product but it is possible to explain it simply and to make people love it without having this strange feeling they do not know about it. Are people in need of speeches and the point of view of a specialist or a reference? Not only. There are other ways of choosing, tasting, loving and sharing wine.