Eric & Kym Baker
Mining Adventures
This one
please
$360'000
"AN OUNCE OF SAUCE
COVERS A MULTITUDE OF SINS."
EAT
How we market Australian wine
The Australian Grape and Wine Authority promotes the quality, diversity and value of Australian wine through the Wine Australia brand in a number of marketing initiatives in Australia and overseas, to support winemakers’ strategies in key markets.
The objective of Wine Australia’s marketing approach is to:
• Recapture the excitement about Australian wine and evolve our positioning towards a stronger perception of quality, diversity (style, region, place and story) and value.
Educate
• Build confidence and insights through targeted education programs;
• Ensure Australia is front of mind; and
• Invest in the Visitor Program and other educational programs, targeting key influencers in each market.
WHAT IS VEGEMITE?
As you may know, Vegemite is an Australian food, but over the years it has come to be known as an Australian icon. It is a spread made mainly from concentrated yeast extract that is leftover from the beer brewing process; but don't get your hopes up, that doesn't make it alcoholic. Vegemite's creators recognised that the yeast extract was a very valuable source of vitamins; add to that the various spices and vegetable extracts, and it's creators fulfilled their goals to create a highly nutritional and tasty spread. Vegemite has a solid consistency similar to that of butter, but it's heavier, and it's a very dark brown.
HISTORY
It all began in 1922 at the Fred Walker Cheese Company, in Melbourne, Australia. Fred Walker, founder of the company, wanted to explore the possibilities of the vitamin rich yeast extract that was readily available as a byproduct of brewing beer. He assigned the project to his chief scientist at the time, Dr. Cyril Callister, who ultimately invented Vegemite. Apart from the yeast extract concentrate itself, other ingredients included (and still do) extracts from vegetables such as onion & celery, a malt extract from barley, and salt. At this point, the Walker Cheese Company didn't have a name for their new product, so in an imaginative effort to not only find a name for, but also publicise the product, a national competition was held inviting Australia to think of it themselves. In 1923, in exchange for the generous sum of £50, the name Vegemite was picked and the product hit the shelves.