Eight wine professionals have been honoured for their outstanding contributions to promoting and raising awareness of Australian wine at Wine Australia’s annual China Awards.
The glittering red-carpet gala dinner at the Bellagio Shanghai on 11 November, drew together more than 200 wine importers, retailers, sommeliers, instructors and media in a celebration of Australian wine in one of its most valuable export market. The winners will join an immersive tour to Australia’s celebrated wine regions to explore the rich diversity of Australian wines in person.
Wine Australia’s year-round promotional campaign in China is supported by the Australian Government’s A$50m Export and Regional Wine Support Package.
Best Australian Wine Promotion Online: Telford China
presented by McLaren Vale Grape Wine & Tourism Association
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Telford has over 10 years of experience in the China market. They brought the Yellow Tail brand from Australia to China with an in-depth knowledge of the consumers’ need, precise positioning of the brand and a team of professional staff. Telford provides a one-stop solution to their partners.
Telford China underwent an innovative partnership with FlowerPlus, and launched a Yellow Tail & FlowerPlus gift box, which effectively targeted female consumers and improved brand awareness. They not only advertised on mainstream media, but also held live streams on Taobao & T-mall, pushed WeChat & Weibo posts, and distributed product and promotional flyers. This online promotion was very well executed with incredible results that engaged millions across China.
Best Australian Wine Promotion On-Premise: The Ritz-Carlton Shanghai, Pudong
presented by ASC Fine Wines
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The Ritz-Carlton Shanghai, Pudong is an established luxury hotel in the city's financial and retail centre. Since July 2018, the Art-Deco-inspired hotel has executed a number of successful Australian wine promotional activities in different restaurants, featuring a diverse selection of Australian wine brands.
The different promotional activity formats included wine by glass special deal, wine by glass as house wine, Australian sparkling wine and afternoon tea pairing, as well as a well-selected Australian wine list within the Chinese restaurant. All these campaigns were promoted through their official WeChat account and posters shared with the end consumer. Ritz-Carlton also conducted year-long promotional activities featuring many premium Australia wine brands and targeted various consumer groups.
Best Australian Wine Promotion Off-Premise: Riversdale Fine Wines
presented by Australian Vintage Limited
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Headquartered in Melbourne, Riversdale Fine Wines (RFW) is an omni-channel fine wine expert specialising in premium wine brands from across Australia. Their offices in Melbourne, Adelaide, Shanghai and Guangzhou, give them first hand and the latest market intelligence on the ground, directly from suppliers and consumers and also enable them to provide top quality trading and integrated logistics service. In 2017, Riversdale Fine Wine was awarded as the Best Wine Importer of the Year by RVF China and Best Boutique Importer by Wine100 in the following year.
In the last financial year, Riversdale Fine Wines have executed a variety of Australian wine promotional events through off-premise channels. They hosted around 2-5 events per quarter and focused on different Australian wine regions and a diverse range of boutique artisanal Australian wines. The series of promotional activities included over 100 wines from 21 brands, covering 15 wine regions in Australia. As a result, over half of the promoted brands obtained 40-60 per cent annual sales growth.
Outstanding Feature Story on Australian Wine: Vinehoo
presented by Hellmann Worldwide Logistics
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Found in 2010, Vinehoo and its associated platforms are at the forefront of understanding what is happening in the Chinese wine industry. Vinehoo is determined to maintain its reputation by reacting to the latest developments and trends through original and engaging stories produced by their editorial team and reputable freelancers across China.
Vinehoo’s works reflect professionalism and readability. On top of the articles having strong "logic" and "integrity", it caters to today’s society’s reading habits by using colloquial language, combined with use of images and popular topics. Vinehoo’s aim is to popularise wine knowledge for the Chinese wine lovers.
Outstanding Lifestyle Story on Australian Wine (Ft. Food and/or Tourism): Phoenix Wang – Condé Nast Traveler
presented by Tourism Australia
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Phoenix Wang is the senior feature editor at Condé Nast Traveler, he has previously worked in culture, travel, lifestyle and various other types of journalism. Phoenix has conducted interviews and reported on many wineries, including in New South Wales.
This winning lifestyle story is focused on the food and wine scene in South Australia’s Adelaide, and presents to Chinese travellers many delicious food landmarks and how to discover Adelaide’s vibrant lifestyle. The main body of this article tells the stories of local restaurants, chefs, markets and wines.
Australian Wine List of the Year: Hakkasan
presented by Summergate Fine Wine & Spirits
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Hakkasan was founded in London in 2001 and has since become one of the world’s most distinguished Cantonese restaurants. Hakkasan’s unique cuisine blends authentic Chinese recipes with contemporary influences. The kitchen is led by talented chefs whose passions lie in creating unique and modern Cantonese cuisine using traditional techniques and the finest seasonal ingredients.
Hakkasan’s wine list has a broad selection of over 50 wines from 20 wine regions in Australia. There are also some special wines listed on the wine list, with an additional column telling its brand story. Hakkasan also organised Australian wine training, Australian wine dinners and more.
Australian Wine Communicator of the Year: Terry Xu
presented by Treasury Wine Estates
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After working in the different sectors of China's wine industry for 13 years, Wei (Terry) XU is now a wine educator certified by WSET, wine schools of Bordeaux and Burgundy. He acts in different wine and cognac documentaries to advocate wine culture together with Chinese cuisine.
In recent years, Terry has kept promoting Australian wine and its culture to consumers in different ways including hosting wine seminars, organising wine tastings, etc. Terry has taken advantage of the power of social media and has a high following Wechat account as well as his own media community on Dou Yin, Weibo, Zhihu, Zaih, Bilibili and Taobao. In terms of video content, he has created over 30 short videos, planned a few ‘experience food and wine’ documentaries, receiving tens of millions of views.
Emerging Australian Wine Advocator: Adam Zhu
presented by Margaret River Wine Association
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Adam started getting involved with Australian wine in 2015. He has had multiple roles in wine industry. He currently serves as the general manager of Shanghai Fuzun International Trading Co., Ltd and remains a wine educator.
Adam sold Australian wine on multiple high-quality online platforms represented by Shanghai Fuzun International Trading Co., Ltd and set up a news sales strategy that led offline sales through online promotion. He visited wineries himself and made many live streams, each of which received over 600,000 views and over 5 million likes in total and attracted main stream media in Australia. He also participated in documentary film production, served as a wine consultant, and led classes in second- and third-tier cities.