About Australian Wine Discovered

About AWD

Australian Wine Discovered (AWD) is Wine Australia’s global education, engagement and communications platform for trade and consumer audiences.

Through education, events and digital resources, AWD helps build understanding of Australian wine by showcasing the diversity of Australia’s wine regions, the people behind the wines, and the quality and innovation that define the category. AWD supports Wine Australia’s Market Development function, which works to increase demand for and the premium paid for Australian wine by expanding market and promotion opportunities around the world.

What we do

The AWD team develops and delivers programs that help trade and consumers deepen their knowledge of Australian wine.

Our work includes:

• Educational resources and learning programs
• Trade and consumer events
• Market-focused campaigns and activations
• Global marketing and communications
• Partnerships with wine educators, influencers and industry experts
• Digital content that supports ongoing wine education and discovery

By combining education, storytelling and market insights, we help connect audiences with the people, places and wines that make Australia one of the world’s most diverse wine-producing countries.

Supporting market development

AWD is part of Wine Australia’s Market Development activities.

Working across international markets, the team helps:

• Build awareness and understanding of Australian wine
• Strengthen perceptions of quality and diversity
• Support engagement with trade, educators, media and consumers
• Deliver education-driven programs that encourage greater affinity for Australian wine
• Amplify the Australian Wine brand through targeted communications and events

Our programs are designed to support the long-term growth and competitiveness of Australian wine in global markets.

Global marketing and communications

The AWD team works closely with Wine Australia colleagues and in-market partners to deliver consistent, relevant and engaging communications around the world.

We create and share content that helps audiences discover:

• Australia’s 65 wine regions
• The people and communities behind Australian wine
• Wine styles, grape varieties and regional stories
• Market trends, innovations and sustainability initiatives

Contact us

For more information about Australian Wine Discovered, please email [email protected].