Marketing a national industry is not easy, especially when it comes to which members of the industry to showcase as indicative of what the industry has to offer.
Foster’s has just withdrawn its support from Wine Australia’s campaign in the UK market because it is unhappy about its exposure in the campaign. Here is an excerpt from how The Sydney Morning Herald reported the story:
“Foster’s has pulled its financial support for Wine Australia in the crucial British market, saying the organisation has failed to properly promote and represent its full portfolio of Australian wines to European drinkers.
“The decision comes after months of prickly relations between Foster’s and the industry association, with Foster’s executives unimpressed with Wine Australia’s strategies and in particular its new ”A+” global campaign.
“Foster’s was aggrieved that despite it being one of the main contributors to Wine Australia’s British marketing activities, the organisation’s ”A+” strategy excluded many of its biggest-selling and most popular labels.”
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