Heart and soul of Australian winemaking online
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!