Support withdrawn from A+ campaign
International wine company Treasury Wine Estates has withdrawn its support from the generic body in the UK - Wine Australia. Treasury Wine Estates produce brands such as Wolf Blass, Rosemount and Lindemans and took the decision as they felt that the body hadn't gone far enough to promote and represent their total portfolio of brands. This, combined with the strength of the Australian dollar, had impacted significantly on their profitability.
Its a major blow for Wine Australia shortly after launching its regional and premium-focused A+ Australian Wine consumer campaign in the UK. The campaign excluded the producers biggest-selling and most popular labels. However Treasury have said that they would review their current position once a more commercially-driven campaign is put in place. They've also said that they still believe there is a role for a generic body to promote and enhance the reputation of Australian wines in the UK. Wine Australia stressed that Treasury Wine Estates was still participating in its Asia and North America (Canada) campaigns.