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Fine wine in China

Time:2016-11-29 12:28wine - Red wine life health Click:

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Several wineries from northern Victoria put their best drop forward at the 2016 ProWine China event in Shanghai earlier this month.

About 200 wines from 19 exhibitors were showcased under the Wine Australia Pavilion, including products from Wahring’s Trifon Estate Wines, Heathcote’s Whitebox and Wild Duck Creek Estate and Nagambie’s Four Sisters, McPherson and Tahbilk wineries.

McPherson Wines owner Andrew McPherson said ProWine was one of the biggest, most networked wine trade shows in the world and was held at various locations throughout the year.

‘‘It’s about getting the name and the face of the brand out there and the contacts you form — follow-up is important,’’ Mr McPherson said.

ProWine China is China’s leading international trade fair for wine and spirits, creating a platform for international dealers and producers and local suppliers to present themselves, establish contacts and get to know the Chinese market.

The event was open to trade visitors from the retail, wholesale and foreign trade, hotel and manufacturing industries.

‘‘It was unlike the other trade shows in China as it was only open to the traders, not the public, so it was much more focused,’’ Mr McPherson said.

‘‘While this meant that there weren’t as many people, the hit rate — based on my anecdotal experience and on what I heard from other exhibitors — was much greater.’’

McPherson Wines has been exporting its product for decades and Mr McPherson said trade shows were important for strengthening the export relationship.

‘‘It gives authenticity to the product, which is very important to the Chinese market,’’ he said.

‘‘(At trade shows) they see there is that authenticity because there are real people from Australia backing the product.’’

Trifon Estate Wines international sales and marketing manager John Sautner said the wines received much interest due to their high quality and value for money.

‘‘Attendees were attracted to Trifon Estate because of the breadth and depth of premium wines we offer,’’ Mr Sautner said.

‘‘They were also very impressed that we have been awarded 186 awards in the last three years at major Australian and international wine shows, including 20 this year at China Wine and Spirits (awards).’’

China is the most valuable export market for Australian wine, with exports to mainland China growing by 51 per cent to $474million in the 12 months to September 2016 — almost 18 times its value from a decade ago.

Interest in wine is increasing in China’s growing middle class and the average consumption frequency of imported wine is on the rise, according to Wine Australia.

Mr McPherson and Mr Sautner said demand for the red wine varieties was high — namely Shiraz and Cabernet Sauvignon varieties.


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