Asia Activations

Asia On/Off-Trade Promotions Support Program (with additional funding stream for CHINA)

ABOUT: For producers in Asian markets to undertake retail and on-trade promotions and brand launches. Regional and portfolio collaborations are encouraged.

WA WINES TO THE WORLD will provide 40% support for eligible promotional campaigns.

Note that in 2024/25 a separate funding stream is provided specifically for CHINA promotions, so we’re encouraging producers to apply for CHINA, as well as other Asian markets. Multiple submissions allowed.

Examples of eligible promotions include:

  • ON-TRADE: promotional events (tastings and wine dinners); on-trade promotions (wine-of-the-month, BTG etc); depletion allowances; service staff training and incentives; competitions; digital campaigns (EDM, social media, digital magazines, banner ads, platform costs etc) etc.

  • OFF-TRADE: In-store tastings; POS (floor displays, posters, shelf talkers, table talkers etc.); merchandise; catalogues; coupons and vouchers; retail staff training and incentives; competitions; digital campaigns (EDM, social media, digital magazines, banner ads, platform costs etc) etc.

See Overview/EOI Document and Program FAQs for more information.

OBJECTIVES:

  • Increase commitment of distributor and on/off-trade partners

  • Increase consumer awareness of participating brands

  • Increase consumer pull-through of participating brands

  • Increase interest in WA category overall

AUDIENCE: Asia trade (on/off-trade) and consumers, especially within CHINA.

ELIGIBILITY:

  • Participating producers/brands must have inventory ready to go in their chosen Asian market.

  • Spend must be made within the 2024-25 financial year.

  • Total maximum spend for any single producer campaign is $8,000 (reimbursement of $3,200), we will accept one submission per producer.

  • Total maximum spend for any multiple producer campaign is $20,000 (reimbursement of $8,000), we will accept one submission per distributor/export consultant. 

COST TO PARTICIPATE: Net cost to producers will vary depending on the specific value of the proposed promotion (see maximum spend limits above).  There is no minimum spend requirement.

TIMING: Round 3 submissions for promotions taking place from July 1st 2024 through of the end of the FY, now OPEN. Submissions close 28th June 2024.