Fusion has just finished and launched a shiny (no...a well cellared) website for Australia's First Families of Wine (AFFW), an exciting initiative of 12 family-owned Australian wineries. These iconic winery brands have partnered to create a unified front aimed at improving consumer, trade and industry body perceptions of the quality and depth of Australia's mid and upper tier wines. The pedigree of this group is nothing to be sneezed at. They have a combined winemaking experience of over 1200 years, and their collective annual sales top $1 billion Australian dollars.
The founding members of the AFFW are: Brown Brothers (Victoria), Campbells (Victoria), D’Arenberg (South Australia), De Bortoli (NSW), Henschke (South Australia), Howard Park (Western Australia), Jim Barry (South Australia), McWilliam’s (NSW), Tahbilk (Victoria), Taylors (South Australia), Tyrrell’s (NSW), and Yalumba (South Australia).
With all AFFW members being pioneers of winemaking in Australia, their unique backstories are emotionally engaging and powerful. To bring these stories to life and highlight the family dynamic in these businesses, video vignettes were created and are carefully presented on the website. The website makes use of social media and Web 2.0 technologies to create a further conversation around the AFFW's activities. Google Earth provides a global geographical context to winery locations around the nation and RSS feeds and twitter are being used to keep people informed of the group's activities.
Check out the website here, but more importantly, broaden your palette by trying their great wines!
Many websites start off with the best of intentions (often with a solid strategy behind them); however, the launch of the new website is often treated as reaching a destination rather than the beginning of the journey. If you get into this mindset, things will start to fall apart.
Fusion has just put the finishing touches on an iPhone website for Negociants Australia, one of the nations leading fine wine importers. The website is specifically designed for use by Negociants national reps to easily locate and forward files from their iPhones while they are out in the field.
