Enjoy life the Australian way.After the successful European product launch in April 2005 the brand J.J. McWilliam should be communicated in an unmistakable way with strong attention in the internet. The website concept was to be integrated stringent to the classical media.The web presence not only gives information, but is delightful to explore: the user learns about the wine and dives into the world of Australia’s “Down Anders” online experience. “Down Anders” is a play on words and cannot be translated.