The initiative calls on all brands headed overseas to mark their international travels through social media, posting as they are abroad.
Wine Australia will showcase and share the posts in order to create buzz around brands that participate and introduce a larger body of followers to the personalities behind each bottle.
The body also hopes to pique the curiosity of international trade followers including press, on-premise, off-premise and wine educators.
Interested participants are urged to touch base with Wine Australia and keep them informed on which winemaker/principal will be reaching out to a new market and when.
The campaign aims to first focus on U.K tours, however is eager to expand into all markets that Australian winemakers happen to be visiting over the course of the next year.
Onlookers can keep track of the campaign by following @wine_australia on Twitter or searching #AUSWINEONTOUR.
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