The Government of South Australia has partnered with Wine Australia and Majestic Wine in a new promotional campaign that encourages consumers to explore the premium wines of South Australia, the historic heart of Australian wine.
As part of the promotional offer, Majestic will be highlighting South Australian wines in their portfolio, from iconic wineries such as Yalumba and Jim Barry to innovative producers like Two Hands and Kangarilla Road. The campaign, which runs online and in stores from 15 – 28 September, will target over 100,000 customers with a direct mail out promotion.
The selection was handpicked by Majestic’s wine buyer, Beth Pearce MW, who successfully doubled the number of Australian wines in Majestic’s 2020 range. New additions to the range include Hewitson ’66 Seppeltsfield Road’ and Bird In Hand from South Australia.
“Since we’ve renewed our focus on Australia earlier this year we’ve seen strong sales growth of over 150% like for like in the early months of 2020. It’s been fantastic to see the appetite and enthusiasm from our customers – particularly in the face of the bush fires and, of course, COVID.
South Australia is a region with plenty to discover, and offers some really compelling stories for their wines. It’s been fantastic to work with suppliers from across the region to find new audiences and appreciation across Britain. As the UK’s largest specialist retailer, we’re really proud to be helping to continue to build on that enthusiasm with our customers, colleagues and suppliers.” explains Beth Pearce MW, Australia Buyer at Majestic Wine.
South Australia’s Minister for Trade and Investment, Stephen Patterson, said the United Kingdom was a key market for the state which produces the majority of Australia’s premium wine.
“We’re delighted to be partnering with one of the UK’s largest stockists of Australian wine and encouraging consumers to explore premium wine from one of the Great Wine Capitals. Accounting for 80% of Australia’s premium wine production and 60% of Australia’s total wine exports, it is fair to say that South Australia is at the forefront of Australia’s thriving wine sector.”
With Free Trade Agreement negotiations currently underway between Australia and the United Kingdom, our producers in South Australia are focused on opportunities with one of our oldest trade partners,” Minister Patterson said.
Wine Australia’s regional general manager EMEA, Laura Jewell MW, confirmed that the UK is a very important market for Australian wine.
“More Australian wine is shipped to the UK than to any other country, and Australia is the leading wine producing nation in the UK off-trade, with 23% market share.
Partnerships like this help us to keep up this momentum and reinforce the message with consumers that Australian wine is diverse, vibrant and exciting.”
In 2019–20, Australian wine exports to the UK increased by 3% in value to A$383 million, and average value increased by 5% to A$1.65 per litre FOB.
For more details about the promotion and to view Majestic’s South Australian wine range, please visit https://www.majestic.co.uk/south-australia-wine.