Australia Launches A+ Wine App

 

 

Wine Australia today launched an iPhone application to capture the attention and interest of the fast-developing China wine market. Aimed at young, mobile professionals with a growing taste for wine, the A+ Australian Wine APP removes the risk of buying wine, through recommending 50 carefully selected 'flagship' wines from leading Australian wineries exporting to China.

 

Lucy Anderson, Director Asia for Wine Australia, explained: “Choosing which wine to buy for a gift or special occasion can be a difficult choice and we wanted to take the risk out of that decision.  Our iPhone app allows Chinese wine lovers to browse through a list of wines that represent the best of Australia – this is what A+ is all about – the best of Australian wine with a symbolic connection to excellence and high-achievement, while at the same time representing there is more to discover about Australia.” 

 

Anderson and Wine Australia developed the new application in partnership with a Chinese design team in order to ensure that the language, functionality, style and content are best suited to the local market. In addition to the flagship wines, the new A+ Australian Wine APP boasts a number of features including tips for enjoying wine, regional discovery and travel in Australia.

 

The Australian wine community is continuously looking at innovation for a point of difference, and the challenge of the size and scope of the China market was an opportunity to look to technology for help. Chinese consumers are already comfortable using mobile technology to assist them 'navigate' their busy lives, and an iPhone app – with a carefully selected list of wines – makes some of Australia’s best wines available and accessible in a way they have not been before.

 

Anderson added: “We are delighted to be launching the APP at such an exciting time of year.  China is a very important market for Australian wine and we hope the app brings added confidence to wine drinkers with a ready-made selection of the best wines to enjoy this Chinese New Year!”

 

The A+ Australian Wine iPhone app is available to download free of charge from iTunes.  All content is presented in Chinese and each of the wines listed display the winery profile and distributor details for mainland China.  Wine enthusiasts can also search, sort and share information with friends.