Wine education is key to increasing appreciation and admiration for Australian wine in key Asian markets so earlier this year Wine Australia, in partnership with Austrade, presented a series of master classes across Asia. The ‘History, Evolution and Revolution’ master classes, held in Singapore, Seoul, Hong Kong and Tokyo respectively, brought to life Australian fine wine, our regions and our winemakers at a time when exports to the region are growing strongly. Wine Australia's Global Education Manager Mark Davidson hosted each of the master classes. Mark focused on exploring the history of Australian winemaking, the evolution of classic wine styles and the emergence of alternative varieties and styles through the wines on show. The master classes impressed the attendees in each city – a diverse mix of on-premise, off-premise, media and importers. Suzanne Brocklehurst, freelance wine writer and consultant based in Singapore said, ‘It was encouraging to see so many enthusiastic responses to the wines tasted. More of this kind of tasting is necessary to ensure Australian wine doesn’t lose the lustre or prominence it has enjoyed up to this point, in this particular market.
‘I too enjoyed some of the ‘surprises’ in the line-up. That is the joy of wine – the constant changes result in new discoveries all the time.’
Wine Australia’s Head of Market Asia Pacific Hiro Tejima also attended the events and emphasised the importance of activities like the 'History, Evolution and Revolution' masterclasses in these markets. ‘It is critical Australia remains “front of mind” with key wine people across Asian markets, particularly by Australian winemakers meeting with them and showing them their beautiful wines. ‘Through educational and promotional activities Wine Australia reinforces these messages to positively change and raise the perception of Australian wine.'
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