A+ Australian Wine headlines at Hong Kong Wine Fair

Announcement posted by Wine Australia 16 Nov 2010

Early November marked the third, and biggest, Hong Kong International Wine and Spirits Fair. More than 100 wineries from Australia were represented and 14,000 visiting trade attended the three day Fair. Australia's role as partner country for 2010 gave support to Hong Kong as a regional wine hub and as an important export market for Australian wineries.

Australian Wine and Brandy Corporation's Asia Director, Ms Lucy Anderson said: "Hong Kong is currently Australia's 10th largest export market by value at just over 43 million dollars. While we don't anticipate this increasing significantly in the near future, Hong Kong has the potential to influence trends in mainland China and the region in general, making it an exciting centre for building our fine wine reputation."

The AWBC has recently doubled its resources and commitment in Asia with the appointment of Ms Anderson, based in Hong Kong, as well as two new staff members in mainland China.

"As partner country at the Fair in 2010 we used this opportunity to promote the new A+ Australian Wine brand through hosting daily seminars, as well as hosting a ‘Landmark’ masterclass for 50 invited VIPs," Ms Anderson explained.

Jeannie Cho Lee MW, founder of Asian Palate, didn't hesitate to add her support, adding after the masterclass: "The Landmark Australia tasting was very special because it showed the incredible diversity of quality regions throughout Australia. The wines evoked a sense of place and revealed depth and character unique to their regions and styles. The older vintages were impressive because they showed how beautifully top Australian wines can age and evolve. Overall, it was a fantastic tasting as well as a great educational experience.”

Australian wines were also the toast of the Hong Kong International Wine and Spirits Competition, held during the Fair, with judges awarding trophies to eight Australian wineries.

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For further information please contact: Lucy Anderson, Director – Asia,

lucy.anderson@wineaustralia.com

Notes for editors:

Wine Australia is the brand under which the Australian Wine and Brandy Corporation, a Government

organisation established to provide strategic support to the Australian wine sector, delivers its international

marketing programs.

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