TORONTO, May 16, 2012 (BUSINESS WIRE) -- Wine Australia is pleasedto announce a successful start to a month-long Australian winethematic in Quebec with the Societe des alcools du Quebec (SAQ).The May 2012 promotion is a partnership between the SAQ and WineAustralia to drive visibility and sales for premium Australianwines. Resulting sales for the promotion exceeded expectations reachingover $2.96 million in combined in-store, on-line and mail ordertransactions. SAQ stores launched the May promotion with a special 10% rebate onall Australian wines on Saturday, May 5th and Sunday, May 6th.Australian wines sales were up 402% with revenue of $2.35 millionin stores over this first weekend. One bottle out of six sold was apremium Australian wine. |
The average bottle price was $16.16, whichis $1.54 higher than the overall average bottle price at the SAQ. In addition to in-store tastings and displays, the SAQ Signatureservices launched a Courrier Vinicole issue (publications.saq.com/doc/Circulairesaq/courrier_vinicole_austr_fr/2012042001/) (a specialized mail order catalogue featuring an assortment offine wines from internationally renowned vineyards) dedicatedsolely to Australian wines and featuring 48 premium wine offerings.The Courrier Vinicole release generated sales of over $600,000 andis 80% sold-out. "We are very happy with the weekend results. This is an importantwin for Australian wine and a great launch pad for future programsin Quebec with the SAQ," enthused Erika Neudorf, Wine AustraliaMarket Development Manager- Eastern Canada. Geoff McFadzean, Wine Australia Market Development Manager - Canadaagreed and added, "The success of the SAQ kick-off weekend is agreat indicator that our market programs are on track here inCanada.
We are working actively with Liquor Control Boards acrossthe country to create more Australian promotions and to showcasethat, when given the opportunity, consumers buy and enjoy premium,diverse and regional Australian wines." Extensive staff training sessions for the SAQ wine team wereconducted the last week of April and first week of May in thelead-up to the May 5th -- May 6th weekend sales drive. Over thirtyAustralian winemakers visited Montreal from May 4th -- May 7th tosupport the promotional efforts and to host a series of consumerevents with the SAQ, including a gala tasting for over 300consumers at Marche Bonsecours in Old Montreal; three fine diningevenings at top restaurants in Montreal: Andiamo, Chez L'Epicier,and Place d'Armes; and a day of golf at Le Mirage with SAQ staffand top customers. Wine Australia Canada has confirmed programs through 2012-2013 withLiquor Control Boards in Ontario, British Columbia, New Brunswickand Nova Scotia. About Wine Australia: Wine Australia is an Australian Government statutory authorityestablished in 1981 to provide strategic support to the Australianwine sector.
Its mission is: To enhance the operating environmentfor the benefit of the Australian wine industry by providing theleading role in: market development; knowledge development;compliance; and trade. The group is led by Andrew Cheesman(email@example.com), Chief Executive Officer, basedin Adelaide. James Gosper (firstname.lastname@example.org), GeneralManager, Market Development (based in Sydney) oversees the MarketDevelopment activities globally. Wine Australia has internationaloffices in the USA, Canada, China, Hong Kong, the UK, Ireland andJapan.
In North America, Wine Australia is led by RegionalDirector, Angela Slade (email@example.com) andprovides a collaborative framework for the Australian wine categoryto secure maximum trade, press and consumer visibility across USA &Canada. Canadian Team: Geoff McFadzean (firstname.lastname@example.org)manages a team of two industry professionals, and together they areresponsible for market development, trade promotions andcommunications across Canada. This information was brought to you by Cision SOURCE: Wine Australia Copyright Business Wire 2012.
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