Wine Australia soldiers on without Wolf Blass producer

01 February, 2011

Wolf Blass and Rosemount supplier Treasury Wine Estates has pulled out of Wine Australia’s generic promotional programme in the UK.

The company is at odds with the body’s A+ strategy, which it believes is focusing too strongly on upmarket, niche wines and not enough on the big brands on which Australia has built its reputation in the UK.

A Treasury spokesman said: '”It is disappointing that we’ve got to this point and it comes after some time trying to work through issues with the Wine Australia UK team.

“'We’ve seen declining value over recent years and campaigns which do not promote and represent our total portfolio of Australian brands, for what is a considerable annual investment.”

Wine Australia UK director Yvonne May said: “Whilst Treasury are not members this year in the UK, we have worked very closely with Treasury Wine Estates in the past and will continue to do so and the company remains a Wine Australia market programme member in North America (Canada) and China.

“It has also been pro-active in supporting the A+ Australian Wine brand in Australia and also during its initial preview phase last year in China.”

She added: “I don’t see this decision by Treasury precipitating other withdrawals from the Wine Australia programme here. Although it is a tough market at the moment, the response to our annual trade tasting a couple of weeks ago suggests that if anything there is a groundswell of support for the Australian wine category.

“We are keeping an open dialogue going with Treasury and hope they will return to the UK programme in the new fiscal.”

May said that “Wine Australia is committed to representing the entire Australian wine category across our market programme and there are opportunities for all brands to be involved in our activity”.

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