I am excited to announce that the Brand Champion of the Day is Julie Mount. Julie is the Customer Relations Officer for the Australian Wine and Brandy Corporation. I recently discovered this organization when my eye caught the words brand champion on their website. Julie says, "The term brand champion as used in the Wine Australia marketing strategy describes one of four sub-brands or personalities that offer a framework for Australian wine producers to position their wines and global consumers to investigate and enjoy Australian wines for every occasion.
The development of a comprehensive marketing strategy and communication of Australian winer, via the sub-brands, demonstrates how the consumer can confidently move from everyday informality to aspiration and excellence. These personalities offer a framework for positioning their wines. 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.
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 the brand before. Our positioning is, Australian wines that appeal through accessibility, ease of enjoyment and a strong premium brand message about product and country."
Julie, thank you for sharing your thoughts with us today. I love how the concept of brand champion permeates throughout the organization and becomes the sub-brands for Wine Australia.
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