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Australian wine continues its push into Asia

Australia will step up its push into North and South East Asia over the coming weeks. The Australian Wine and Brandy Corporation (AWBC) — in conjunction with Austrade, will have a substantial presence at three key wine trade events in the region. Wine writer and commentator Jeremy Oliver will headline all events across the region.

Wine Australia Week is to be run again in Singapore 21–28 October. A total of 15 wine tastings will be held throughout the week, highlighting the diversity of Australian wine at trade, consumer and media events. The events will showcase how well Australian wine combines with Asian cuisine and their suitability to the local market. This celebration of Australian wine is timed to coincide with the Wine for Asia Expo on 25–27 October in Singapore.

"Wine for Asia is one of the largest and most influential trade and consumer tastings in the region. It attracts international trade from across Asia. Singapore is of major importance to our wine industry as a hub to access other markets in Asia, and is also an attractive market for premium, regional Australian wine," said Ali Hogarth, Regional Manager with the AWBC, which will coordinate events in conjunction with Austrade.

To capitalise on China's booming export wine market, the AWBC will also target two important exhibitions — the Beijing Hilton Food and Wine Experience running from the 9–10 November, and Food and Hospitality China (FHC) in Shanghai from the 14–16 November, which attracts over 16 000 trade only visitors.

"Our events in China will predominantly focus on trade education, where we will be introducing a series of bi-lingual support material including the launch of the Wine Australia marketing strategy in Chinese, which has been developed as an easy guide for both wine professionals and consumers to better appreciate the diversity of Australian wine. Also to be introduced is a free on-line wine education program Australia: world class and the Wine Australia website which are both now available in simplified Chinese" Ms Hogarth said.

In June 2007, China became the number one destination in Asia for Australian bottled wine exports. In September bottled wine exports to China totalled 7.9 million litres, valued at AUD $43 million.

Australia is already the number one supplier to Singapore by volume. Singapore remains one of the highest value markets for Australian bottled wine with an average of $8.15 FOB/Litre (AWBC Wine Export Approval, MAT September 2007).

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