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9/10/2014

Australian wine regions welcome international guests

The Australian wine sector is set to welcome 26 international trade and media guests as part of four Wine Australia regional visits that will showcase the quality, diversity, provenance and personality of the nation's wines.

As part of the Wine Australia User Pays Activities (UPA) Market Program, the trips will see groups from the UK, Europe, North America and Asia land on Australian soil this week to embark on tailored itineraries that will have guests meeting winemakers and tasting a range of wines at cellar doors.

Wine Australia’s Aaron Brasher says bringing international wine professionals to the country is the best way to tell the Australian wine story.

“We know that driving advocacy is most effective when you can give someone a true brand experience and what better way to do that than get our guests in the heart of Australia’s amazing wine regions, meeting the winemakers behind the wines and hearing the stories behind these brands first hand," he says.

“It’s our hope that not only can we influence global perceptions of Australian wine in key export markets but that when they return home they’ll have a love and appreciation for Aussie wine that will encourage them to share that experience within their own networks whether it’s with family and friends, their customers or their readers.”

The itineraries for the visits have been developed in partnership with regional associations and wineries that have registered through the UPA program.

To get your brand or region involved in future visits, please contact Wine Australia to register your interest by emailing .

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