Australian Consulate-General
Hong Kong
Also accredited to Macau

MEDIA: Media Release 20100705

Media Release
5 July 2010

Wine Australia establishes regional office in Hong Kong and
launches A+ Australian Wine campaign

A bold new strategy and brand designed to build on the international standing of Australian wine will be introduced to Hong Kong trade and media on 5 July 2010, supported by nine of Australia’s best regional winemakers.

A+ Australian Wine – every one has a story, is a campaign that celebrates the people and place that give Australian wine its unique voice in the world. Based around profiling the regionally distinct wines from Australia that display a unique personality, character and flavour, the strategy is aimed at demonstrating best practice examples of wines and wine styles.

Wine Australia will support the campaign by opening its regional headquarters in Hong Kong, to be headed by the Australian Wine and Brandy Corporation’s Ms Lucy Anderson.

Australian Consul-General, Les Luck, said this initiative gives further support to Hong Kong’s ambition to become a regional wine hub and builds on last year’s Memorandum of Understanding on Wine-related Business between Australia and Hong Kong.

“It’s also recognition that Hong Kong is a premium market for Australian wine,” said Mr Luck. “Hong Kong’s wine drinkers are becoming known for their discerning taste for quality vintages, something Australia can provide from a rich tapestry of distinctive regions, climates and styles.”

A+ Australian Wine is a strategy that fits entirely with the Hong Kong ethos of excellence and discovery” he added.

Australian Senior Trade Commissioner, Phil Ingram, said the Australian Trade Commission strongly supports this initiative which will boost the work that they have been doing to develop the Australian wine industry’s market share in Hong Kong – Australia is currently the number two supplier.

“Australia was the largest exhibitor at Hong Kong’s International Wine & Spirit Fair 2009 and is the partner country for the 2010 Fair. Our office has been working closely with the Hong Kong importers, distributors and trade to support their promotion and sales of Australian wine and has been promoting wine tourism and education in support of Hong Kong’s development as a regional wine hub” he added.

A+ Australian Wine identifies the country’s most distinctive wines, regions and winemakers to illustrate what is uniquely Australian. We believe that more than just the wine, it must be the people, the places and the stories that make Australian wine stand out from the rest of the world”, said Mr Ingram.

Mr Gavin McDougall Tel: +852 2585 4418 or 6473 8885
Ms Simmy Lam Tel: +852 2585 4482 or 9211 8937
Email: [email protected]