By James Atkinson

Wine Australia this week announced it will be undertaking the first ever global Australian wine forum in September 2013, to bring together some of the world's most influential wine trade partners.

Held from 15-18 September 2013, the event will lay the foundations for the major campaign Wine Australia will launch in key markets in 2014, in partnership with Tourism Australia, to build a higher value premium perception of Australian wine and develop its food and wine offering to be more relevant to the decision making process for travel to and within Australia, including the wine regions.

Wine Australia general manager of market development, James Gosper said the event would be the "launch pad" for the new era of Australian wine and the way forward for promoting it.

“Our global Australian wine forum is a really important opportunity to invigorate interest in and drives sales of Australian wine in the major international markets of the US, UK and China by sharing the best Australia has to offer, and delivering an unprecedented immersion into Australia’s food, wine, lifestyle and landscape,” he said. 

“Our aim is to activate the trade and see more quality Australian wines on wine lists and retail shelves around the world by showcasing the nation’s diverse and world leading wines, coupled with our unique blend of culture, food and lifestyle.

“We’re currently working with Tourism Australia and our wine industry partners to develop a major campaign that will move the promotion of wine firmly into the lifestyle sector. 

“The campaign will draw out the connection between Australia’s lifestyle, natural beauty and exceptional wine, and promote the unique characters of our wine regions to drive tourism.

“As part of this, we need to excite and invigorate our international trade partners about this new era of Australian wine, so we’re calling on the Australian wine industry to get behind the Australian global wine forum to get the most out of this opportunity.  

“This event is borne directly out of industry demand – a driving desire to connect with their existing and potential trading partners.  From retailers and distributors through to sommeliers and international media, they will discover the Australian wine story in a real and meaningful way on our home soil – we’ll definitely be getting red dirt under their fingernails.”

The forum will include extensive regional immersion programs for the world’s leading wine trade partners, and lifestyle and wine media.

Wine Australia recently signed a Memorandum of Understanding with Tourism Australia that sees the two Australian Government agencies partner from 1 January 2013 to promote wine and tourism in key international markets such as China, the USA, UK and Canada as well as Australia. Collectively wine and tourism contribute around $140 billion annually in economic value.

The Shout Team

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

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