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Tuesday 26 June 2018

Australian wine superstars head for the US

After spending June promoting the wines of Australia in China, Wine Australia has set its sights on industry heavy hitters in the United States in July.

Around 100 influential Americans will get the chance to experience Australia’s vibrant wine culture at Australia Decanted, a four-day, invitation-only symposium exploring the varieties, regions and styles of wine in Australia.

Tim Kirk of Clonakilla 
No fewer than 13 eminent Australian winemakers will guide the American "influencers" through explorations of classic expressions, new interpretations and the influence of altitude, attitude and terroir on Australian wine from July 22-26 at Lake Tahoe in California.

Australia Decanted will feature seminars, tastings and a vibrant program that will give the invited national retail and on-premise buyers, selected educators, Master Sommeliers, Masters of Wine and media a fresh understanding the Australian wine industry.

Virginia Willcock of Vasse Felix 
The Australian winemakers are Bruce Tyrrell (Tyrrell's Wines), Virginia Willocks (Vasse Felix), Sue Hodder (Wynns Coonawarra), Sarah Crowe (Yarra Yering), Louisa Rose (Yalumba), Michael Hill-Smith MW (Shaw & Smith Wines), Michael Dhillon (Bindi Wines), Mac Forbes (Mac Forbes Wines), Steve Pannell (SC Pannell Wines), John Duval (John Duval Wines), Tim Kirk (Clonakilla), Steve Flamsteed (Giant Steps) and Jeffrey Grosset (Grosset Wines).

No Tasmanians, I note, but a good spread between icons and rising stars.

Senator Anne Ruston, assistant minister for agriculture and water resources, said events like Australia Decanted will send a strong signal to the US market that Australia is ready to do business.

‘Engaging with the US market and building demand for our wine exports is a key goal of the $50 million Export and Regional Wine Support Package," she said.

‘We’re backing our exporters to secure new distribution channels and accelerate the growth of Australia’s wine exports in the world’s largest wine market."

Wine Australia chief executive officer Andreas Clark said Australia Decanted is the beginning of a dedicated, multi-year marketing strategy in the USA.

‘We’re investing significantly to share our stories in the USA," he said. "Australia Decanted will flow into Aussie Wine Week in September 2018, and then consumer activations in New York City will build into a month-long celebration of Australian wine across the US market in September 2019.

‘The $50 million package has enabled us to drive bigger and bolder engagement to change the perception of Australian wine, capture market opportunities and drive export and tourism growth.

‘We’ve just wrapped up our most successful events in China – Vinexpo Hong Kong and the China Roadshow – and under our Australian Wine Made Our Way campaign, we are telling our stories to the world’, he said.


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