The Adelaide Convention Centre (ACC) is aiming to bring influential Chinese wine buyers to Adelaide for next year’s Cellar Door Wine Festival to help more South Australian wineries tap into the lucrative Chinese export market.
China is Australia’s fastest-growing wine export market, rising 23 per cent to $211 million over the 12 months to the end of March 2012, up from just $6m in 2004.
The Centre has been showcasing the Festival this week at the China (Guizhou) International Alcoholic Beverage Expo (9 – 13 September) and offering wine buyers the opportunity to visit South Australia to attend the 2013 Festival and tour the state’s key wine regions.
Held in Guiyang, capital of Southwest China’s Guizhou province, the Expo is one of the world’s largest liquor industry events and is attended by more than 160,000 visitors.
The Centre has worked with local tourism operators including hotels, restaurants and wineries to put together four and eight day tours for buyers. The tours include attending the Cellar Door Wine Festival, visits to iconic SA regions, SA wine master classes and private dinners with local winemakers.
Adelaide Convention Centre Chief Executive, Alec Gilbert, said promoting the Cellar Door Wine Festival in China is part of the Centre’s strategy of aligning with and supporting key industry sectors in South Australia.
“The Cellar Door Wine Festival started as a consumer only event but we have been looking to further develop the event by opening it to the international wine trade. Going to the Expo in China provides the perfect opportunity to explore this potential.
“Over 170 South Australian wineries will feature at next year’s Festival including many boutique wineries producing premium quality wine.
“Most of the growth in the Chinese wine market is coming in the $20 to $50 price bracket and this provides an opportunity for South Australian wineries.
“The tour has been designed to provide a platform for buyers to learn more about what South Australian wineries can offer to meet growing Chinese demand for premium wines.”
The Cellar Door Wine Festival was established in 2011 and is managed and hosted by the Adelaide Convention Centre.
Next year’s Festival runs from February 22 – 24 and brings together 170 wineries from 12 regions under one roof.
Visitors to the Festival can enjoy free tastings, meet many of the winemakers and attend master classes with industry experts.
The Festival also features a regional Farmers Market where visitors can sample regional food from boutique producers; beer and cider fans can sample brews from micro-breweries through to iconic SA brewer Coopers Brewery.
Source = The Adelaide Convention Centre