Australian Wine Bureau to step up marketing in the UK

The Australian Wine Bureau (AWB) is to boost its marketing spend in the UK and Europe, creating an umbrella “wine brand Australia” campaign.

The move will coincide with the retirement of chief executive Hazel Murphy, who set up the AWB in Europe in 1986.

Her role will be split: the UK operations will be run by Paul Henry, who joins as UK and Ireland regional manager from UK wine importer Enotria, where he was trading director. A new office is being set up in the Netherlands to cover other European Union countries, under Marco Tiggelman.

Jonathan Scott, general manager of the AWB’s parent body, the Australian Wine Export Council, announced the changes in Adelaide last week, but provided no further information on spend.

In the UK, the AWB has traditionally concentrated its budget (&£550,000 in 2001) on consumer tastings around the country and trade marketing to key buyers. This approach has been extremely successful: the UK and Ireland accounted for just under half of the &£77bn of wine exported by Australia in 2001, with the rest of Europe taking about 13 per cent.

However, wine industry experts say other wine producing areas, such as South America, South Africa, France and Italy, are increasing their spend on high-profile above-the-line, brand-building campaigns. Additionally, major international drinks companies such as Allied Domecq and Brown Forman are building up branded wine portfolios.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here