Authentic and unique flavours come alive at Vinexpo with Australian Wine Flavours Card

At Vinexpo in Hong Kong today, Wine Australia showed how its Australian Wine Flavours Card helps bring the authentic and unique flavours of Australian wine alive for Chinese wine consumers. 

The Australian Wine Flavours Card is a one-page, bi-lingual tool that links an Australian wine descriptor with an equivalent taste identified by Chinese consumers. This helps consumers to more easily engage with wine by using the terms they use themselves to describe wine flavours.    

Wine Australia General Manager Marketing Stuart Barclay said the Australian Wine Flavours Card is a valuable tool for helping consumers better understand wine.

‘China is a key market for Australian wines and the card helps our winemakers to talk with customers about the sensory aspects of our wine in a more relevant way and help customers to better engage with Australian wines’, said Mr Barclay. 

Wine Australia Global Knowledge Manager Anne Duncan said ‘Currently, wine is predominantly described using English sensory terms that may lack meaning for some Chinese customers. 

‘The Australian Wine Flavours Card links the descriptors used by Chinese consumers with the terms often used by the Australian wine community. 

‘For example, an Australian winemaker may describe a Cabernet as having hints of blackberry preserve and a Chinese customer may describe this flavour as dried Chinese hawthorn.’