The Australian Wine Export Council (AWEC) has appointed a new senior manager to head up its Frankfurt-based operation, an indication, the Coucil says, that Germany continues to be a key target export market for the Australian wine industry.

Marketing and public relations executive Christine Berthold has been appointed as senior manager of the Australian Wine Bureau - Germany, commencing 1 March 2002.

Berthold, a marketing graduate from Hochschule Bremen, has worked in public relations, marketing and product management for major German companies such as Roland Marken-Import/Reidermeister & Ulrichs. Since 1996 she has been marketing manager for the wine importer/distributor, A Segnitz & Co.

"Ms Bertholdt's strong marketing background and experience in the German wine industry will be of keen importance in delivering an enhanced marketing and promotional program on behalf of the Australian industry in Western Europe's largest economy," AWEC said.

AWEC's general manager Jonathan Scott said: "Germany, the world's largest import market for wine by volume, represents a new frontier for Australian wine sales. It is a price sensitive wine market but one which we recognise as a significant opportunity.
 
"Christine's appointment is further acknowledgement of the importance of the German trade in international terms and a commitment by AWEC to provide the appropriate resources to achieve our goals of increased sales of Australian wine."

Germany is currently Australia's 5th largest wine export market with sales of 12.8 mill. litres, valued at A$54.6m during the 12 months ending 30 December 2001.