Funded by the Victorian Government through Global Victoria, Wine Victoria has announced a planned $2.2 million USA Market Development Strategy designed to increase Victorian wine sales in the South and South-Eastern United States.
The strategy involves several initiatives divided into two phases to be completed by mid-2024, with phase one well underway, according to Wine Victoria.
Stephanie Duboudin, Chair of Wine Victoria, said USA Market Development Strategy is an exciting opportunity for Victorian wine producers.
“These programs and activations are a great way for Wine Victoria members to showcase the quality of their wines and to tell their own unique stories on a global scale.
“Wine Victoria is delighted to be working with the Victorian Government and Global Victoria to amplify Victorian wine in the United States and to create more ways to educate people on the diverse and world-class wine styles grown and produced in our beautiful state,” she said.
The core initiatives of the strategy focus on building awareness of Victorian wines in the United States. Activities already delivered under the USA Market Development Strategy include:
- Supporting 16 wineries to take part in the 2022/23 Wine Australia Market Entry Program
- Development of a communications strategy that will provide the structure for all communications, including a partnership with Vinous Magazine
- Attendance at the Aspen Food and Wine Classic, featuring wines from 10 producers as part of the Wine Australia activation (alongside South Australia and Western Australia)
- A dedicated visit to Victoria from wine journalist Christina Pickard
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