By Andrew Starke
Early November marked the third and biggest Hong Kong International Wine and Spirits Fair, with more than 100 wineries from Australia represented.
Australia's role as partner country for 2010 gave support to Hong Kong as a regional wine hub and as an important export market for Australian wineries.
"Hong Kong is currently Australia's 10th largest export market by value at just over 43 million dollars,” said Australian Wine and Brandy Corporation's (AWBC) Asia director, Lucy Anderson.
“Whilst we don't anticipate this increasing significantly in the near future, Hong Kong has the potential to influence trends in mainland China and the region in general, making it an exciting centre for building our fine wine reputation.”
The AWBC has recently doubled its resources and commitment in Asia with the appointment of Anderson, based in Hong Kong, as well as two new staff members in mainland China.
"As partner country at the Fair in 2010 we used this opportunity to promote the new A+ Australian Wine brand through hosting daily seminars, as well as hosting a ‘Landmark’ masterclass for 50 invited VIPs," Anderson explained.
Australian wines were also the toast of the Hong Kong International Wine and Spirits Competition, held during the Fair, with judges awarding trophies to eight Australian wineries.