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AUSTRALIAN REGIONAL WINE IMMERSION PROGRAM ENTERS THIRD YEAR

Submitted By: Lewis Perdue, August 15, 2011
August 15, 2011

Wine Australia is pleased to announce the launch of the 3rd successive year of the Australian Regional Wine Immersion Program. This educational program is designed to re-energize and re-engage the US wine trade and media on Australia’s relevant and important fine wine story.

Commencing in late August 2011, this six session program will be conducted in nine major cities around the US, concluding in February 2012. The selected cities are: New York, Boston, Miami, San Francisco, Los Angeles, Seattle, Austin, Dallas and New Orleans.

The program consists of six two-hour sessions, hosted by Wine Australia’s Market Development Managers: Mark Davidson, Suzanne Barros and Martin Korson. Each session is designed to compare the regional expressions of the major grape varieties and to explore the less well-known corners of Australia’s viticultural landscape. Throughout the series, participants are supplied with up-to-date, detailed and relevant information on the varietal topic, followed by tastings of benchmark, artisanal and older vintage wines.

This highly successful program concludes with an “all-expenses paid” two-week trip to Australia for the top two participants from each city. The success of this program is evidenced in previous participants’ wine lists and completely altered perceptions of what they thought Australian wine to be.

Program figures, results and numbers, over the past 2 years, include:

-Approximately 300 members of the trade have participated
-14 markets covered around US (some repeats in 1st and 2nd year due to demand)
-200+ Australian wines tasted and discussed in each market
-Over 2,000 bottles poured
-Hundreds of wine list placements, a recent survey of just 22 participants from 2010/11 yielded 200 Australian wine additions as a direct result of the program
- Hundreds of hours of talking!

This program is the cornerstone of Wine Australia’s programs in the US and signals a proactive and important move to re-energize and re-engage with the important gatekeepers within the US market. Australia has much to be proud of with its 200+ years of winemaking, historic old vines, diversity, quality and innovation. We invite you to re-visit Australia, come along to a session and join the A+ Australian Wine conversation.

Should you have any questions, regarding this program or wish to attend sessions, please contact Antonia Muir, antonia.muir@wineaustralia.com or 646.344.8125.