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Australia's Riverland wine region has released a virtual reality app as it looks to showcase the region's scenery, food and wine.

The campaign, called 'Riverland on the Verge' has been funded by the Australian Government's AUD50m (US$36.5m) 'Export & Regional Wine Support Package' and by the South Australian Government's Department of Primary Industries & Regions. The activation has also been supported by Riverland Wine, Wine Australia, the University of Adelaide, Martins Brand House and 57 Films.

The app has been launched in English and Simplified Chinese language versions through the Google and Apple stores. Preview content is also available in trailer format through YouTube.

The country's Minister for Agriculture, David Littleproud, said: "Many tourists can't get to the wineries right now, so it's pleasing to see that Riverland Wine has embraced interactive technology to bring wineries to tourists in 3-D, and cellar sales back to our wine producers."   

Wine Australia CEO Andreas Clark added: "With travel restrictions within Australia gradually lifting, this timely virtual reality escape into the Riverland will excite people to plan their own visit to experience the food, wine and the Riverland's stunning landscapes."

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Expert Analysis

Still Wine (Wines) Market in China - Outlook to 2024; Market Size, Growth and Forecast Analytics (updated with COVID-19 Impact)

Still Wine (Wines) Market in China - Outlook to 2024; Market Size, Growth and Forecast Analytics (updated with COVID-19 Impact)

Still Wine (Wines) Market in China - Outlook to 2024; Market Size, Growth and Forecast Analytics (updated with COVID-19 Impact) is a broad level market review of Still Wine market in China.

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