AUSTRALIA: Top winemakers on promo tour of China
Aussies have grape expectations for China
Ten of Australia's top winemakers are touring China as part of the industry's plan to develop Australian wine's premium credentials in the country.
The winemakers began their tour at the Shanghai World Exposition this week, under the banner: "A+ Australian Wine - every one has a story".
They will next visit Beijing, Guangzhou and Hong Kong on a tour organised by trade body Wine Australia.
China is a fast emerging market for wine and a combination of its 1bn population and relatively strong economy has placed the country on the radar of many wine firms.
Wine Australia's tour of the country is part of its Directions to 2025 strategy, which aims to increase Australian wine exports in key markets by emphasising the industry's premium credentials and regional differences.
"We believe that more than just the wine, it must be the people, the places and the stories that make Australian wine stand out from the rest of the world,” said Lucy Anderson, Wine Australia's director of marketing and communications.
The ten winemakers on the tour are: Nigel Blieschke, Peter Lehmann, Barossa Valley; Tom Carson, Yabby Lake, Mornington Peninsula; PJ Charteris, Brokenwood, Hunter; Bill Hardy, Hardy’s Oomoo, Adelaide Hills; Sue Hodder, Wynns, Coonawarra; Willy Lunn, Yering Station, Yarra Valley; Maria Lurighi, Domaine A, Tasmania; Cliff Royle, Flametree, Margaret River; Paul Smith, Wirra Wirra, McLaren Vale; Wayne Stebhens, Katnook, Coonawarra.
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