Wine Australia - Brand Champions

Brand Champions are the “engine room” of Australia's wine offering; ambitious but accessible main stream wines that carry the flag for us at home and in international markets.  This is where the story began for Australian producers selling to the world, and where the journey often begins for consumers newly introduced to wine and keen to find out about what the best New World wines have to offer.

There are hundreds of wines to choose from and a great diversity of styles drawn from across Australian wine regions. The common theme, though, is the guarantee of quality, accessibility, affordability and enjoyment.

Brand Champions include popular, well-known brands as well as new wines that aspire to a mainstream presence in hotels, bottle shops and retail or restaurant chains.

These are wines that are easy to enjoy and are presented in a way that makes choice a pain-free process while enticing consumers to find out more about what they have chosen. In other words, these are every day wines that are far from every day.

As such, Brand Champions are the standard bearer for all that follows. They set the benchmark for Australian wine by assuring diversity, interest and better quality at every price point, and offer a compelling invitation to explore.

Positioning: Australian wines that appeal through accessibility, ease of enjoyment and a strong premium brand message about product and country. Brand Champions have mass market appeal and sell for little more than basic, entry-level wines yet offer much more in terms of quality and interest. The promise is that you can rely on an Australian Brand Champion, even if you have never tried that brand before.

Indicative Channels: Mass market retail with emerging on-trade potential (supermarkets, monopolies, multi-grocers).

Indicative Price Points: 1 or 2 price points above entry level wines, typically in the vicinity of $A8-12 rrp.

Indicative Volume (Production): 100,000+ cases.