WINE Australia has appointed Ben von Doussa to the newly-created role of Market Entry Program manager in the North American market.
In the role, Mr von Doussa will facilitate the three-tiered user-pays Market Entry Program, providing assistance to wineries and exporters that are looking to enter or re-enter the US market.
Tier 1 will provide general in-market support; tier 2 will provide in-depth strategic brand support for wineries that are ready to commercially enter the US market, and tier 3 will offer comprehensive commercial support to wineries including brand strategy development, pricing strategy support, and
distributor/retail business development.
Wine Australia's general manager market development Stuart Barclay said Mr von Doussa's role demonstrated Wine Australia's long-term commitment to the critical North American market.
"The US is one of the largest wine markets in the world and yet, despite its potential, Australian wine exports to the US have declined for more than six years," Mr Barclay said.
"There’s incredible opportunity for growth in the US market and, as we’ve outlined in our recently released five-year Strategic Plan, we want to shift perceptions about Australian wine globally and put a bigger spotlight on our finest wines and the unique terroirs they come from.
"Ben, with more than 15 years sales and marketing experience in the wine sector, will focus his energy and enthusiasm on delivering commercial outcomes by giving Australian wineries and exporters guidance in navigating the complexities of the US market."
Mr von Doussa commenced in the role on July 14.
Most recently, he was the mid-Atlantic Regional Manager at Pacific Highway Wines & Spirits.