Do you think you know everything about Australian wines? Here is a good way to test your knowledge: the Australian Wine and Brandy Company launched an interactive contest for that very purpose. They call “Regional Heroes” Australia’s regionally distinct wines, defined by a unique sense of place and a particular flavor that can’t be captured anywhere else in the world.
The contestant clicks on one of the 20 wines selected for the contest. Be patient: it’s slow before the system loads your test. A glass is filled of the wine of your choice and little rounds bubbles with words defining the wine start moving around the glass. You drag in the glass 6 of those bubbles. When you’re done, your score is published on the screen. Funny but a little irritating as the bubbles don’t stop turning and you have to catch them.
Why was I interested in that gimmick? Because the AWBC launched the challenge as an e-marketing campaign in the UK with over 40,000 consumers receiving an ‘Australian wine’ in their inbox. Recipients are then invited to take Australia’s wine tasting challenge with an opportunity to win an instant cellar of Australia’s regionally distinct wines. Too bad I don’t live in the UK! Even if the technical realization is not 100% perfect, the idea is bright and should be extended to markets less receptive to New World wines, such as Italy or France. It would achieve the goal of the campaign: increase awareness of Australia’s wine regions and inform consumers about an Australian sense of place and particular flavour, or style of wine, from a region.