Local wines make waves in New York
Margaret River wines have continued their assault on the US following last week’s celebration of women in the Australian industry.
Local wines were front and centre of the Wine Australia promotion which kicked off in New York last week, with the campaign called Far From Ordinary.
More than a thousand New York vignerons gathered in swanky Chelsea for the start of the six-week campaign launch aimed at “reinvigorating Australian wine sales in the crucial USA market”, organisers said.
“The Australian wine sector brought its dynamic wine scene to life with targeted events of a scale and size never seen before,” a Wine Australia spokeswoman said.
Voyager Estate owner Alexandra Burt was on hand for the festivities.
“I think that the quality of trade that came to the New York tasting demonstrates a genuine interest in the true wine stories from Australia,” she said.
“We’re all feeling a new momentum here in the market.”
After the New York promotion, winemakers would go on the road to Chicago, Miami, and Dallas this week, with visits to Los Angeles and San Francisco next week.
The $8 million campaign was funded from a $50 million Federal marketing kitty for more than 100 Australian wine retailers to exhibit, hold tasting events, and meet with wholesale and shopfront retailers in the US.
Australian Consul-General Alastair Walton said it was the best engagement with commercial operators he had seen.
“It is truly of a global standard in its conception and execution,” he said.
“At the trade segment of this three-day event, I witnessed first-hand hundreds of potential commercial wine buyers engage with our Australian winemakers.”
“The sheer scale and impact of this campaign could never be achieved by even our most internationally-prominent winemakers, and this collective approach is exactly what is needed in this highly-competitive, but huge marketplace.”
The promotion started last week with the Women in Wine awards where Cullens’ owner and chief winemaker Vanya Cullen was named international woman winemaker of the year, and Clairault-Streicker cellar door manager Ulrika Larsson won in her category as well.
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