A new category-driven campaign titled “We Make a Wine for That” has been unveiled to unite wineries, regions, retailers, venues, and brands across Australia. The initiative aims to reinforce Australian wine’s role in significant social moments, celebrating community pride and cultural connections.
Designed to foster stronger engagement between the wine sector and consumers, the campaign highlights Australian wine as a versatile and relatable choice for a variety of occasions. It underscores how shared experiences and lifestyles shape the preferences of wine drinkers throughout the country.
The launch comes amid findings from the International Wine and Spirits Record (IWSR) Australian Wine Landscape Report 2024, which reveals a decline in the number of wine consumers. Addressing this challenge, Martin Cole, CEO of Wine Australia, emphasized the campaign’s collaborative approach with industry stakeholders to encourage the selection of Australian wine during key drinking occasions.
“Experts from the Joint Marketing Group (JMG) have provided valuable guidance to develop a campaign that resonates across our diverse business landscape,” Cole explained. “The real value lies in relevance—presenting Australian wine as a familiar, local, and easy choice for moments that matter.”
Nick Waterman, chair of JMG, added, “This campaign offers the industry a fresh way to connect with Australian consumers and revitalize the narrative around Australian wine. It is not about dictating what to drink but about being present during meaningful moments, making Australian wine accessible and appealing.”
To support widespread participation, businesses are invited to utilize a free campaign toolkit containing resources tailored for related events and promotions.
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