Wine Australia will launch a promotional campaign in 2014

Wine Australia will launch a promotional campaign in 2014

Wine Australia has unveiled plans for a global wine forum next year, ahead of a campaign to raise the profile of the country's wine regions. 

The inaugural three-day forum, opening on 15 September, will involve retailers, sommeliers and distributors from across the world. "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 its unique blend of culture, food and lifestyle," Wine Australia said.

A wider campaign, in conjunction with Tourism Australia will then roll out in 2014, to promote Australia's wine culture. “It 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,” the trade body said.

Three other southern hemisphere wine-producing nations, Argentina, Chile and South Africa, have organised a joint-wine-tasting in the UK next year. Organisers said talks were held over Australia's participation and the country may join at a later date.