California Wines, an association representing 1,000 California wineries and wine-related businesses, has announced the appointment of Agent99 as its first ever Australian PR and Comms agency.

Starting this month, the campaign will focus on highlighting the versatility of wine from California’s wine regions via a range of trade and consumer events and industry collaborations. The initial focus of the program will be a multi-city trade tour featuring wines from producers such Robert Mondavi, Kendall-Jackson, Wente and Ridge.

“We are so excited to be working with Agent99 to increase the visibility of modern California wines in Australia, especially given their extensive experience in this space,” said Hiro Tejima, Joint Regional Director of North Asia & Australasia at California Wines.

“For California, which makes up 95% of all U.S. wine export, Australia is an incredibly important market coming from California. We’re expecting locals within the beverage and hospitality sector, and consumers alike to have a strong appetite for this campaign.”

In 2023, Californian wine generated an estimated $63.6 billion (just under AUD $100 billion) in retail value and exported 212.4 of the nation’s 218 million litres wine total wine exports. While significant export numbers, this is notably less than the 643 million litres that Australia exported in the year up to September 2024.

While Chardonnay and Cabernet Sauvignon are largely considered the most important grape varieties in the region - representing 652,754 tonnes and 647,486 tonnes of 2023's total 3.69 million tonnes crushed - the region has more than 100 grape varieties planted and is also world-renowned for its Pinot Noir, Merlot, Zinfandel, and Syrah/Shiraz.

The news follows half a year behind the Distilled Spirits Council of the United States visiting Australia for the first time in five years to host a series of trade events promoting US spirits.

President and CEO of the Wine Institute Robert P. Koch said, “California wine makes up 95% of U.S. wine exports and more than 80% of the U.S. wine market, which has generated a significant need to provide a deeper understanding of our wine regions to the world and here at home.”

California Wines is encouraging all distributors, importers, retailers, and venues interested in getting involved to reach out to Meriha Beaton at Agent99 PR at Meriha@agent99pr.com or 0483 001 050.

Further details about activations available to industry will be made available from early 2025.

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