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Wine Australia targets China's e-commerce channel with Tmall tie-up

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The trade association for Australia's wine industry has lined up a partnership deal in China with the country's Tmall e-commerce platform.

Alibaba operates the Tmall online retail site in China

Alibaba operates the Tmall online retail site in China

The signing of a memorandum of understanding between Wine Australia and Alibaba, the operator of the Tmall business-to-consumer retail website, took place at this week's Vinexpo Hong Kong trade show. Specific details behind the tie-up were not disclosed, with Wine Australia saying the deal will "better showcase Australian wine on the world's fastest-growing e-commerce platform".

The spend, again undisclosed, "complements Wine Australia's investment in China's e-commerce sector as part of the Australian Government's AUD50m (US$37.6m) Export & Regional Wine Support Package", the trade body said.

Wine Australia chief executive Andreas Clark said: "By partnering with Tmall, we can collaborate on many aspects and activities that further promote genuine Australian wine and do so in a way that supports the integrity of the brands. 

"It's also an opportunity to educate Alibaba staff about the quality and diversity of Australia's premium wines through education and awareness development."

Also taking place at Vinexpo Hong Kong this week is Tmall's preview of its 'Future Bar' on-premise concept, featuring robot waiters, face-scanning technology and a smart wine cooler.

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