19 avril 2012
Wine Australia, le bureau de promotion des vins australiens, propose à présent à ses membres des actions à la carte, adaptées à chaque type de producteur, en lieu et place des traditionnelles opérations tous azimuts qu'il menait jusqu'à présent.
Cela permettra notamment à chaque exportateur de choisir le ou les pays sur lesquels il souhaite metttre l'accent pour développer ses ventes, et de mieux adapter l'effort promotionnel en fonction des cépages ou du types de vins proposés, voire le circuit de distribution (voir le communiqué anglais ci-après).
Ce mode de fonctionnement se développe de plus en plus; il devrait intéresser les offices d'exportations et interprofessions, dont les membres se plaignent souvent que leurs actions ne sont pas assez ciblées. Il pourrait permettre de répondre à certaines critiques émises récemment à l'encontre du CIVC, du CIVL ou d'Interloire, de la part de petits producteurs n'exportant que dans un petit nombre de pays, ou de petites appellations noyées dans la grande masse de promotions génériques.
Ce genre de programmes à la carte nécessite cependant une grande souplesse de la part des organismes chargés de les mettre en place.
Wine Australia is changing the way it delivers its Market Programs, adding more options and greater flexibility for individual wine businesses that want to be involved.
From the 2012/13 year, starting on 1 July, companies will be able to select the specific activities and markets that best fit their brands and business strategies, rather than signing up for a full annual program in each market.
Instead of paying a set membership fee covering all programs, they will be able to register and pay at the start of the year just for those activities in which they wish to participate. There will be activities in domestic and emerging markets, as well as in traditional export markets.
“We believe our Market Programs are well established and we are now at the stage where we can build in a bit more flexibility without compromising what we offer,” said James Gosper, Wine Australia’s General Manager, Market Development.
“This evolution allows us to present a diverse range of activities to our increasingly diverse range of stakeholders. It is important to note, however, that this is not a change in marketing strategy. The Corporation will continue to provide industry with core strategic activities aligned with the strategy and funded through export levy revenues. This includes maintaining our international offices.”
A prospectus for individual brand investment will be distributed in early May to wine producers, importers, agents and other stakeholders. Each Wine Australia regional director and country manager will be very active in seeking commitment to their respective market activities, and will be available to answer questions about opportunities in their markets.
“We’ve developed a suite of user-pays activities for each key market, with a focus on delivering growth to the category and offering opportunities for a range of stakeholders, including regional wine and smaller producers,” Mr Gosper said.
“Each builds on Wine Australia’s core activities in these markets and on our marketing strategy, which seeks to recapture the excitement about Australian wine and evolve our global position towards a stronger perception of quality, diversity and value.
User-pays activities include Australian pavilions at trade shows, on- and off-premise retail promotions, consumer-focussed festivals, sponsorship and events, and Australian category trade/media tastings.
“User-pays programs are essentially partnerships which allow the industry to jointly invest in the future of the category,” Mr Gosper said. “They are an efficient utilisation of industry marketing funds, investing in a common and agreed strategy.”
In addition to brand/producer investment opportunities, a separate proposal was recently distributed to state and regional associations, detailing co-investment opportunities more closely aligned with these bodies, and a state or regional message.
The export levy payable on all wine exported from Australia provides funds for Wine Australia’s core promotional work. This levy was introduced and is administered by the Australian Government at the request of the industry. The funds are collected by the Levies Revenue Service (LRS). This funding enables Wine Australia to operate its offices in Adelaide, Sydney, Toronto, Co Clare (Ireland), Tokyo, London, New York, Hong Kong and Shanghai, and to carry out a range of activities in each market on behalf of the Australian wine industry. These include education, engagement, relationship building, market intelligence and communications.
Activities and events that provide specific exposure and benefits to those companies that choose to participate will be offered on a user-pays basis.
For more information please contact Yvonne May: firstname.lastname@example.org , +44 7711 531644 or Nick Carne email@example.com , +61 404 850 859