The Australian wine industry has taken the hi-tech route in its communications strategy by taking the podcast path in order to educate people about its wines. And it seems to have worked.

The first podcasts describing Australia's wine regions have been downloaded more than 10,000 times since being launched in April this year.

The Australian Wine and Brandy Corporation (Wine Australia) has benefited from this new media with 15 per cent of website traffic visiting the podcasts, claimed Lucy Anderson, Manager of International Marketing and Communications with the Australian Wine & Brandy Corporation (AWBC).

"Narrated by Australian wine writer Max Allen from his book Crush, Wine Australia's first series of podcasts have proved a popular addition to our marketing efforts," said Lucy, "There's nothing intimidating about it” she continued, “the use of technology in wine education makes it easy and fun for anyone that has an interest in wine and wants to learn. This is an innovation that will benefit all of the Australian wine industry as it quickly and easily facilitates knowledge transfer.

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