Hong Kong Wine & Dine Festival is a flagship event of Hong Kong Wine & Dine month, which is held in late October each year. It is Hong Kong’s largest and most popular consumer-facing four-day event, which attracts more than 144,000 attendees who come to enjoy wine and food from around the world. Featuring hundreds of booths, the structure of the festival allows consumers to purchase or taste a wide variety of wines at different price points.
Wine Australia’s precinct presence
Following the success of its precinct presence with the Department of Primary Industries and Regions South Australia (PIRSA) in 2016, Wine Australia returned in 2017 with one of the largest country precincts at Hong Kong Wine & Dine, showcasing a variety of fine Australian wines at different price points. The 15-booth Australian Wine Pavilion had a strong regional focus, featuring 41 wineries from across 9 regions. Activities included regional wine tasting booths, an experiential and educational booth, as well as retail booths featuring a Watson’s Wine point of sale facility as an added service for visitors who wanted to take home what they sampled.
New initiatives – $50m Export and Regional Wine Support Package
2017 also saw the introduction of a peripheral media preview event, hosted by Wine Australia and Meiburg Wine Media. The event, attended by 120 trade and media, was held before the festival to complement the consumer-facing event and give participants the opportunity to showcase their wines to key trade and media. The preview tasting was a new initiative introduced as part of the Australian Government’s $50 million Export and Regional Wine Support Package, which provided wine trade and relevant lifestyle media with an exclusive preview of Australia’s outstanding quality wine portfolio, including:
- trending thematic wine stations: sparkling wine showcase and a rosé flight
- 60 wines showcasing Australia’s wine regions, including Barossa Valley, McLaren Vale, Margaret River, Mornington Peninsula and Tasmania
- guest Australian winemakers and winery representatives from the local market, and
- wines not available at Hong Kong Wine & Dine Festival or currently in the market.
Key features of Hong Kong Wine & Dine Festival 2017
- 41 exhibiting wineries from 9 regions
- One of the largest country precincts at the festival, featuring 15 booths
- 20,911 tastings in the outdoor area
- 2,707 tastings in the Grand Pavilion
- 3 masterclasses at capacity – 170 attendees in total
- Two retail points consistently busy throughout the four days, with 1,200 retail sales – up from 499 in 2016
- 100% ‘satisfied’ or ‘very satisfied’ response rate from exhibitors post-event
- 90% ‘satisfied’ or ‘very satisfied’ response rate from consumers during the event
- Survey results for consumers showed an increase in likelihood to recommend Australian wine as a result of visiting the Australian precinct
- Introduction of a peripheral preview tasting event, giving participants an opportunity to showcase their wines to key trade and media.
Australian wine regions were invited to participate via expressions of interest from Wine Australia through its marketing newsletters.
The wine regions represented at Hong Kong Wine & Dine Festival included Clare Valley, Coonawarra and McLaren Vale, Margaret River, Mornington Peninsula and Yarra Valley, the Hunter Valley and Tasmania.
Read the media release from the event: Latest trends in Australian wine showcased in Hong Kong