China gets on board the Australian wine roadshow express

More than 2000 of China’s wine buyers, trade and media attended the 2017 Wine Australia China Roadshow, which came to an end Friday a week ago.

Exhibitors praised another successful roadshow event in Australia’s most valuable export market that saw guests demonstrate a growing understanding of Australian wine and curiosity to try new styles and discover new regions.

Some exhibitors have already uncovered promising commercial leads as a result of participating in this year’s Roadshow, the largest yet since Wine Australia first hosted it in 2012.

Wine Australia partnered with Department of Primary Industries and Regions, South Australia (PIRSA) during the Roadshow, to highlight the food and wines of South Australia to the China market.

A networking dinner was also held in Beijing with more than 100 people joining, including exhibitors, media, educators and trade. Before the dinner, PIRSA held a cocktail media launch to announce Adelaide’s official inclusion as a ‘Great Wine Capital’.

“The master class on ultra-premium Shiraz not only showcased the styles of Shiraz that we are familiar with, but also the lesser-known but equally good quality Shiraz styles from cool climate regions, again demonstrating the diversified styles of Australian wine,” said Li Demei, Beijing University of Agriculture Professor and renowned Chinese winemaker and blogger.