Agent99 ushers in California Wines to client roster
California Wines has taken on Agent99 as its new PR and communications agency.
The appointment sees the Sydney-based comms and PR agency – which underwent a rebrand in late August this year – tasked with bolstering awareness of California Wines amongst Australian consumers, while also increasing their understanding of the product.
Agent99 is expected to accomplish this by way of a campaign backed by the Wine Institute’s California Wine Export Program that leverages media relations activities, consumer and trade events, and industry collaborations to showcase the versatility of Californian wines.
The events are also designed to boost the wines’ visibility within the local market.
“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 California Wines’ joint regional director of North Asia and Australasia, Hiro Tejima.
“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.”
Sharon Zeev Poole
The program’s first undertaking will consist of a trade tour covering several cities that see sector representatives gather to learn more about the California wine industry, and sample its wares.
California Wines is the newest addition to Agent99’s lifestyle and alcohol brands portfolio.
“Adding California Wines to our roster highlights our deep commitment to the beverage and lifestyle sectors, which we’ve honed and have become well-regarded for over the past decade,” the agency’s founder and director, Sharon Zeev Poole, said.
“We’re excited to wrap up 2024 on such a high note and look forward to an even more dynamic 2025, delivering smart ideas that have true impact, with California Wines and our valued clients.”
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say