Australia’s strategy for the German Prowein Wine and Spirits Trade Fair 2010
A few weeks ago, five countries considered as ‘New World’ wine producers joined forces to form the New World Wine Alliance: Argentina, Chile, South Africa, California and our Kiwi friends from across the Tasman announced to book an own exhibition hall at next year’s Prowein in Düsseldorf. The German wine media had a critical look at this cooperation, but one major question was left unanswered:
Quo vadis Australian Wine
What is Australia’s strategy for the coming year(s) and why aren’t they part of the New World Wine Alliance?
We have been trying to dig deeper here Down Under, especially as the bureau of AWBC in London didn’t provide any more insight into this subject. So far!
Last weekend, we finally received an indication about what Australia will do next year in the capital of the Rheinland: Wine Australia announced in its newsletter that Prowein 2010 ‘will see a return to a coordinated Wine Australia stand’.
The approach will see Australian wineries appear in a ‘country-specific commitment that will highlight both mainstream and fine wine opportunities for the European market’. The plan is that next year’s presence at Prowein will feature amongst others regions from the Barossa, McLaren Vale or the Hunter as well as new varieties and blends to emphasise on ‘value and interest’.
Back to basics is our interpretation of this move – let us highlight Australian wine regions, their particular differences and strengths. Based on this move – we really understand why Australia didn’t participate in the New World Alliance – there is an Australia Alliance on the way to Düsseldorf with enough variety, strength and sparkle to bring across.
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Vor wenigen Wochen wurde mit recht grossem Presse-Echo eine enge Kooperation von fünf weinerzeugenden Ländern der so genannten Neuen Welt angekündigt wird, die New World Wine Alliance. Die deutschen Weinmedien fragten zu jener Zeit, welchen Standpunkt denn Australien zu dieser Neugründung einnehme, die Antwort ist nun klar: Australien wird mit einer eher traditionellen Kampagne und einer Konzentration auf die regionalen Unterschiede der hiesigen Winzer in Düsseldorf an den Start gehen.
Aus unserer Sicht eine gute Wahl, denn Australien’s Weingegenden sind so unterschiedlich und einzigartig, da wäre es schwer, diese Vielfalt im Konzert mit anderen Neue Welt Produzenten herüberzubringen.
Go Australia – Ihr Michael Brecht
Related posts:
- Low cost – low profile – decreasing marketshare – is this Australia’s strategy for the German wine market?
- Germany Calling – how do we get Germans to drink the real Australian wine
- Australia’s favourite wine guide released yesterday: James Halliday’s 2010 edition
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