Roadshow success for Oz wines in China

Australian wineries have been making the most of the China Roadshow to the four cities of Shenyang, Jinan, Wuhan and Shanghai (4–11 June) and packing their programs with extra customer engagement activities in the four cities and beyond.

Senator Anne Ruston, Assistant Minister for Agriculture and Water Resources, said, “China is an incredibly competitive market and it’s been great to see wine exporters out in force using Vinexpo Hong Kong and China Roadshow as platforms to showcase their quality brands.”

Wine Australia’s Regional General Manager for China, David Lucas said, “We’ve had a record 71 exhibitors showcasing more than 150 brands and 700 wines in this year’s Roadshow, assisted by support from the Australian Government’s $50 million Export and Regional Wine Support Package.”

‘We’ve had a busy eight-day program and many companies have been using the opportunity of being in market to organise meetings and events around the Roadshow, while others have been visiting extra cities to build relationships with clients old and new,” he said.

Making the most of being in market are Guy and Liz Adams from Brothers in Arms in Langhorne Creek. They have added side trips to Shenzhen, Tianjin and Changzhou to their itinerary over the last week.

“The timeframe is tight but with good planning you can create opportunities to both cement existing relationships and nurture new ones. And with the infrastructure in China – especially the fast trains – you can reach many cities quickly and efficiently,” Guy Adams, managing director, said.

Sharon Bosveld, Proprietor of Churchview Estate in Margaret River, added trips to Guangzhou both before and after Roadshow. She said, “After the event, it is worth investing extra time in following up on leads and contacts. Time in the market is invaluable.”

Chester Osborn, Chief Winemaker and Viticulturist at d’Arenberg Wines in McLaren Vale added Harbin, Jinzhou, Hebei and Beijing to d’Arenberg’s itinerary. He said, “The Roadshow is a great springboard to reach all parts of China. We’ve visited north, central and east China and have been blown away with the interest and excitement in our wines from long-standing and new clients.

“We have a strong focus on education and bringing to life the story of McLaren Vale and d’Arenberg. We take every opportunity to engage with our customers and build deeper relationships,” Osborn said.

Ben Crossing, general manager of Angullong Wines in Orange has also visited Beijing. He said, “It’s a great opportunity to use the time to connect with your customers through dinners and other tasting events. Building and maintaining relationships is key in this market.”