By Amy Looker

The Australia's First Families of Wine (AFFW) initiative is bounding into 2013, with a new activation at Sydney International Airport, plans to hold its second AFFW Unlocked event in Brisbane and the announcement of a new chairman.

Taking over from Ross Brown, AFFW's new chairman, Mitchell Taylor from Taylor's Wines, said the group's partnership with Nuance to establish a branded wine wall airside within the duty free company's premium wine section "speaks directly to discerning visitors to this country, and it is a critical move towards growing the sales, knowledge and reputation of premium Australian wine in the international market." 

Situated at Nuance's premium duty free wine store in the departures hall, the wine wall features some of the finest wines the families have to offer, presented in a stylish and user friendly AFFW-branded display.

AFFW also plans to roll out the marketing initiative in Hong Kong and China next year. [continues below]

The AFFW-branded wine wall at Sydney International Airport

"Following successful launches in Australia, UK and Canada, we're looking to the future of wine closer to home," Taylor said. 

"I look forward to steering AFFW in its continued international expansion to Asia later next year and to continue telling our family stories that are the fabric and backbone of our Australian wine history." 

Taylor said AFFW was looking forward to hosting its second AFFW Unlocked event in Brisbane in 2013.

"After the success of our Unlocked Masterclass event in Sydney earlier this year, I look forward to expanding the concept to Brisbane and continuing to tell our family stories," he said.

"We believe we have raised the bar for premium wine events in this country and we have set a very high standard to maintain. We're looking forward to it."

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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