Major Australian wine brands were on show in Shanghai this week for China’s leading international wine and spirits expo ProWine China 2019 and Decanter Shanghai Fine Wine Encounter 2019.
A record 61 Australian exhibitors showcased more than 100 wine brands from over 25 wine regions over 3 days of wine tastings and masterclasses at ProWine China from November 12 to 14.Australia was also honoured as a featured country at Decanter Shanghai on November 16, which is widely acknowledged as one of the most highly acclaimed wine tasting events of its kind in China.
“China is such an important market, so it was great to see our ProWine pavilion and Decanter exhibit jam-packed with Chinese wine trade and consumers, hearing the stories of our wineries and learning about the diversity of styles available,” Wine Australia Chief Executive Officer Andreas Clark said.
“Our record presence at this year’s ProWine China and Decanter Shanghai shows the long-standing commitment of Australian wineries to this important market,” he continued.
“These prestigious events give wine producers the opportunity to bolster relationships with existing clients or connect with prospective partners face-to-face,” Clark added.
Key highlights of Australia’s presence at ProWine included nine masterclasses, which focused on Wine Australia’s award-winning Australian Wine Discovered program and distinct wine regions McLaren Vale and Margaret River.The masterclasses explored:
Leading the regionally-focused presentations were renowned Chinese educators Master Sommelier Lu Yang, Corinne Mui and Terry Xu.Key highlights of Australia’s ‘featured country’ presence at Decanter included:
“It’s a great honor for Australia to be the featured country at the Decanter masterclass event,” said Huon Hooke. “I think putting our best foot forward is what we like to do, and we’re showing at my masterclass, a fantastic line up wine, which is like the rock star wines of Australia, 9 of them, it’s going to be a feast for the senses.”
Exhibitors, educators and sponsors were equally impressed by the key China showcase.
“Being my first time in China and at ProWine, I didn’t know what to expect. I was glad to have so much support and was proud to be a part of the Australian pavilion. In particular, I was pleasantly surprised to see the interest in high-end authentic Barossa wines from the Chinese wine trade,” said winemaker Janelle Zerk of Z Wines.
“ProWine brings a diverse and high quality crowd from all over China, and for me it’s really important being on the ground and face-to-face with the distributors,” said Andrew La Nauze, winemaker at Oxford Landing Estates. “We’ve had some solid leads and meetings set up already.”“We had at least four solid leads per day and secured a container trial order with a large supermarket chain. The deal started with an introduction from the Department for Trade, Tourism and Investment South Australia, however, ultimately being in market and face-to-face with the client is what got us over the line. We will be back next year for sure.” said Richard Dolan, CEO of Wines by Geoff Hardy.
Wine Australia’s year-round promotional campaign in China is backed by the Australian Government’s AUS$50m Export and Regional Wine Support Package, a three-year investment designed to increase the demand for Australian wine in key export markets.