US: California Wines to launch promotion in Australia

California Wines has appointed a PR and communications agency – Agent99 – to raise awareness and deepen the understanding of California wines among Australians. The campaign, supported by Wine Institute’s California Wine Export Program, will highlight the versatility of contemporary Californian wines, and heighten their local visibility through a range of trade and consumer events, industry collaborations and media relations activities. The first major focus of the program will be hosting a multi-city trade tour where relevant representatives from the industry will have the opportunity to expand their understanding of the contemporary California wine sector. “Rather than the clichéd association that some may have,” says Hiro Tejima, joint regional director of North Asia & Australasia at California Wines. “We are so excited to be working with Agent99 to increase the visibility of modern California wines in Australia, especially given their extensive experience in this space. “For ...