Wine Australia has launched a new campaign designed to communicate ‘the personalities and places which define Australian wine’.

‘A+ Australian Wine – every one has a story’ is based on profiling wines from the country which who an unmistakable character, personality and flavour of their own – via the Australia Plus website. The first phase involves Australian wineries sharing their stories and engaging with the new strategy, followed by an invitation for the trade and consumers to discover some of the stories that lie behind Australian wine.

‘We are encouraging winemakers to tell their story and what led them to making wines in their chosen regions,’ said Lisa McGovern, UK, Ireland and EU director of Wine Australia.

‘We want to redefine perceptions around Australian wine and build greater awareness for our unique expressions of style and place.’

News item from Imbibe.com, 10-08-2010