In an effort to expand the prominence of Australian wine internationally, Wine Australia has named Ben von Doussa to the newly created role of Market Entry Program Manager for the North American market.
Stuart Barclay, General Manager of Market Development, says the new role demonstrates Wine Australia’s long-term commitment to the critical North American market.
“The US is one of the largest wine markets in the world, and yet, despite its potential, Australian wine exports to the US have declined for more than six years.
“There’s incredible opportunity for growth in the US market and, as we’ve outlined in our recently released five-year Strategic Plan, we want to shift perceptions about Australian wine globally and put a bigger spotlight on our finest wines and the unique terroirs they come from.”
In the role, von Doussa will facilitate a “three-tiered user-pays Market Entry Program”, providing assistance to wineries and exporters that are looking to enter or re-enter the US market.
As outlined in Wine Australia’s strategic plan, Tier 1 will provide general in-market support; Tier 2 will provide in-depth strategic brand support for wineries that are ready to commercially enter the US market; and Tier 3 will offer comprehensive commercial support to wineries including brand strategy development, pricing strategy support, and distributor/retail business development.
On the appointment, Barclay said: “Ben, with more than 15 years’ sales and marketing experience in the wine sector, will focus his energy and enthusiasm on delivering commercial outcomes by giving Australian wineries and exporters guidance in navigating the complexities of the US market.”
Most recently, Mr. von Doussa was the mid-Atlantic Regional Manager at Pacific Highway Wines & Spirits.
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