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Aussie wine soars at Chinese Roadshow

Wine Australia’s China Roadshow 2015 on 22–29 May saw more than 50 Australian wineries and brands in partnership with 35 exhibitors engage directly with influential decision makers in the Chinese trade.

Passing through Xi’an, Dalian, Nanjing and Guangzhou, the event showcased more than 300 wines from numerous regions to influential wine trade and media in the country.

Willa Yang, Wine Australia regional manager, said the China Roadshow was critical in supporting Australian wine in China.

“The Roadshow brings Australian wineries together with the decision makers in the Chinese trade so that we can create more opportunities for Australian wines and open more local markets in China,” Yang said.

In each city, the day started with a buyer’s tasting that gave participating brands an opportunity to meet key wine buyers and generate business leads. This was followed by an introductory tasting class and grand tasting.

In Guangzhou, James Halliday presented an Australian Cabernet Sauvignon masterclass that featured 10 iconic wines. He also presented a South Australia-focused masterclass, ‘A Diversified South Australia’, in partnership with Primary Industries and Regions South Australia (PIRSA).

For the first time, eight Coonawarra wineries participated in the Roadshow to help raise the profile of the region and its renowned red wines in China. Coonawarra Grape and Wine Incorporated also hosted a media lunch in Guangzhou to launch its ‘Coonawarra: Red Wine Centre of Australia’ campaign with the Hon. Leon Bignell, MP, South Australia’s Minister for Tourism and Minister for Agriculture, Food and Fisheries, in attendance.

Yang said more than half of the exhibitors had already uncovered promising business opportunities and confirmed sales as a result of the Roadshow.

“It was also wonderful to have Mr Halliday present a masterclass this year. He’s recently launched a Chinese language version of his book Top 100 Australian Wineries and he’s well respected here in China,” she said.

The China Roadshow is Wine Australia’s biggest annual activity in what is Australia’s third highest value wine export market.

AB Mauri



WID 2017