Wine Australia’s latest uninspiring promotional attempt released this month at least shows it realizes that its industry needs some helping as exports decline and consumption at home declines.
Unfortunately the key video “Australian Wine” suffers from trying to be all things to all parts of the industry. It has all the hallmarks of a product scripted by the people who believe they must pander to their “one industry” concept.
And most certainly there must not be an animal in sight. Critter wines might still be the biggest contributor to Australian wine exports but, tut-tut, don’t acknowledge that. Just let those Murray Basin grape growers provide the bulk of Wine Australia’s funds without putting them in the the Wine Australia Assets Gallery designed to be used for the promotion of Australian wine and wine tourism.
