California Wines appoints Agent99 as new PR and communications agency

California Wines has appointed award-winning independent full-service PR and communications agency Agent99 to raise awareness and deepen the understanding of California wines amongst Australians.

The campaign, supported by Wine Institute’s California Wine Export Program, will highlight the versatility of contemporary Californian wines, and heighten their local visibility through a range of trade and consumer events, industry collaborations, and media relations activities.

The first major focus of the program will be hosting a multi-city trade tour where relevant representatives from the industry will have the opportunity to deepen their understanding of the contemporary California wine sector, and sample a variety of these world-class wines from wineries such as Robert Mondavi, Kendall-Jackson, Wente and Ridge, to name a few.

Hiro Tejima, Joint Regional Director of North Asia & Australasia at California Wines says, “We are so excited to be working with Agent99 to increase the visibility of modern California wines in Australia, especially given their extensive experience in this space. For California, which makes up 95% of all U.S. wine export, Australia is an incredibly important market coming from California. We’re expecting locals within the beverage and hospitality sector, and consumers alike to have a strong appetite for this campaign.”

Sharon Zeev Poole, Director and Founder of Agent99, said: “Adding California Wines to our roster highlights our deep commitment to the beverage and lifestyle sectors, which we’ve honed and have become well-regarded for over the past decade.

We’re excited to wrap up 2024 on such a high note and look forward to an even more dynamic 2025, delivering smart ideas that have true impact, with California Wines and our valued clients.”

California Wines joins Agent99’s portfolio of alcohol and lifestyle brands including the Distilled Spirits Council of the United States, ASICS, Click Frenzy and Emma.