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Five winners have been honoured at the eighth annual Wine Australia China Awards.

The prestigious awards recognised wine industry professionals and organisations’ significant contributions to the promotion of the Australian wine category in China. This year’s award reception and gala dinner, held at the JW Marriott Marquis Hotel in Shanghai, brought together nearly two hundred wine importers, retailers, sommeliers, educators and media from across China.

This year’s Wine Australia China Awards was supported by the Australian Government’s $50 million Export and Regional Wine Support Package.

2020 China Award Winners

Best Australian Wine Promotion Online: Telford China

Sponsored by McLaren Vale Grape Wine & Tourism Association

Telford China has over 10 years’ experience in the China market. Telford China launched the innovative online campaign on the in-depth cross-border cooperation between Australian brand Yellow Tail & phenomenal hotpot brand Dalongyi. Telford China promoted four different Yellowtail & Dalongyi online gift packs. The campaign promoted Australian wine among female millennials that Australian wine is accessible and easy to understand. This online promotion was very well executed with incredible results that engaged millions across China.

Best Australian Wine Promotion Off-Premise: Shanghai Fuzun International Trading Co., Ltd.

Sponsored by Hellmann Worldwide Logistics

Fuzun delivered an impressive marketing campaign in September 2019. General Manager of Fuzun, Adam Zhu participated in a variety show shot in Melbourne, called Slow Travel Around the World - Season 2. As a wine consultant, Adam introduced the Yarra Valley wine region and promoted the local wineries, wines, food and art. Fuzun also worked with Ctrip.com to develop 5 wine tour routes to encourage consumers to visit Australian wineries, as well as a few well-known e-commerce platforms to further promote Australian wine knowledge through live streaming. This campaign not only reached over 5 million active users on iQIYI.com, but the popularity and brand awareness of the wines Fuzun represents have increased significantly among consumers as well.

Outstanding Feature Story on Australian Wine: Travel + Leisure

Sponsored by Summergate Fine Wine & Spirits (A Woolworths Group Limited Company)

Travel + Leisure is a leading consumer travel and lifestyle publication. With a distribution of 700,000 copies per month, Travel + Leisure has a large influence on its readers.

The winning story introduces one of the world’s wine capitals – Adelaide, and two of Australia’s famous wine regions, McLaren Vale and Barossa Valley. Through an interview with Anson Mui, an Australian-Chinese wine expert, this article recommends some local special wineries and gives travel tips from an expert perspective using vivid and engaging language. It introduces famous wineries in the two regions to readers in detail, including their history, unique design, surrounding environment, winemaking methods, representative wines, and the restaurants onsite.

Australian Wine Communicator of the Year: Ian Dai

Sponsored by Tourism Australia

Ian Dai is a wine educator. He has served as the judge of many wine competitions including the Decanter Asia Wine Award. He is also the host of the podcast show ‘Tipsy Proof’. Started in 2019, ‘Tipsy Proof’ is a podcast program focusing on alcohol and lifestyle content. By inviting guests who are Australian wine experts to share and express their opinions and personal experience with Australian wine, the show introduced the well-known Australian producing areas, wineries, telling the Australian wine culture and spirit in a consumer-friendly way. ‘Tipsy Proof’ was accessible for consumers on multiple platforms and the shows received over 500,000 plays.

Honorary Australian Wine Advocate: Telford China

Sponsored by Coles

Founded in 2007, Telford China led the expansion into mainland China market for its parent company Telford International, based in Hong Kong. For two consecutive financial years, Telford China have executed exciting online promotional campaigns with a large market response, effectively marketing Australian wine to millennial consumers.

09 Nov 2020
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Shanghai, China, 200085