Australian wine shines in China during April
Building on record exports to China over the last year, April was a bumper month for Australian wine engagement in China, with Wine Australia’s China Roadshow visiting four mainland cities and Australia Week in China featuring a first-of-its-kind collaboration between Dairy Australia, Meat and Livestock Australia (MLA) and Wine Australia.
The annual Wine Australia China Roadshow 2016 visited 4 cities in mainland China from 15 to 22 April –Shanghai, Xiamen, Changsha and Qingdao – providing a one-stop Australian wine showcase for local wine trade, media and buyers.
This year, the Roadshow featured 40 exhibitors and more than 300 Australian wines from 70 brands across 30 wine regions, including Yarra Valley, Rutherglen, King Valley, Mornington Peninsula, Nagambie Lakes, Barossa Valley, Clare Valley, McLaren Vale, Coonawarra, Adelaide Hills, Margaret River, Great Southern, Hunter Valley and Tasmania.
An exclusive trade buyer tasting and a grand tasting were organised in each city. In Shanghai, Andrew Caillard MW, the co-founder of Langton’s Classification, delivered a master class to invited trade and media. Fourteen wines were presented and all received positive feedback from participants. A successful VIP consumer tasting was also held for more than 250 wine lovers and consumers.
In the three regional cities – Xiamen, Changsha and Qingdao – an A+ Australian Wine School Level 1 course was held for invited trade and media to build their understanding of the history and evolution of Australian wine.
Cross-sector collaboration hits the mark in China for Australian food and wine
The Australia Week in China 2016 business mission provided the launch pad for a new promotion of Australia’s fine food and wine in a first-of-its-kind collaboration between Dairy Australia, Meat and Livestock Australia (MLA) and Wine Australia.
We joined with Dairy Australia and MLA to promote a consistent, modern picture of Australian fine food and wine, as a demonstration of our commitment to work closely together in Australia’s largest market for food and agricultural exports.
Our jointly produced promotional messages and imagery capture the essence of Australian food and wine for the new wave of cosmopolitan, sophisticated Chinese consumers.
The messaging received an enthusiastic response at a number of events across the week including the premium product showcase, which featured barbecque demonstrations by an onsite chef, and cheese and wine tastings for 250 Chinese guests, representing local importers, distributors, e-commerce platforms, industry associations, and 250 Australian delegates.
We are pleased to be working closely with Austrade, which facilitated the events, and ASA100 (Australia Sino One Hundred Year Agricultural and Food Safety Partnership), which has expressed its support for the program.
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