Australian wine shines in Asia
Distinctively Australian fine wine took the centre stage in four of Australia’s top ten export markets – Hong Kong, Japan, Malaysia and Singapore – and the emerging growth market of Macau, with a series of in-market events, presentations and meetings.
Key importers, trade and influencers participated in a packed series of events, including a Restaurant Australia dinner and Inspired Tasting for VIP trade and media guests in Japan, ‘State of Play’ Australian wine presentations in Hong Kong, Kuala Lumpur and Singapore, and master classes across the region.
In Macau, Wine Australia Regional Director Aaron Brasher and Regional Manager Hiro Tejima also presented to the Sommeliers Association followed by an Australian wine master class.
Working closely with Austrade and Tourism Australia, the stakeholder engagement activities held 29 May to 11 June, were led by Mr Brasher and Mr Tejima.
Wine Australia also hosted in-market reference groups to gain deeper insights into these markets and to activate future compelling Australian wine marketing activities to build on the current strong growth.
Mr Brasher said the visit had been important in establishing key in-market reference groups to help Wine Australia build on the already strong Australian wine base and in energising and educating wine influencers about the exciting proposition of Australian wine through our History and Evolution master classes.
‘The sommeliers, trade and key influencers in each of the three master classes held in Macau, Kuala Lumpur and Singapore were impressed with the diversity and quality of the Australian wines they tasted and went away with a new appreciation and understanding of the Australian wine landscape’, Mr Brasher said.
Hong Kong, Singapore, Japan and Malaysia respectively are the fifth, seventh, ninth and tenth largest export markets by value for Australian wine and collectively are worth $250 million to our wine sector. Macau is an emerging growth market and presents some exciting opportunities for Australian wine.
Information on upcoming Wine Australia marketing activities in Asia can be found in the Market Program Guide on the Wine Australia website.