Wine Australia led the Australian contingent of 63 wineries from 31 wine regions to Hong Kong last week for Vinexpo Asia, the leading trade exhibition for wine and spirits professionals in the region.
The Australian Wine Pavilion is a firm fixture that offers a vital opportunity for wine producers to showcase their brands to buyers, importers, distributors, producers, sommeliers, and merchants.
Wine Australia general manager of Marketing, Paul Turale said the activities around the pavilion supported Australian wineries in unlocking the growing opportunities across markets in Asia.
“In-person connections are so important for our sector and it’s been heartening to see such a strong interest from the trade in the diversity and quality of Australian wine over the three days.
“There is a real sense of optimism about the opportunities for Australian wine in Asia – it’s a hopeful and exciting time for Australian wine producers, said Turale.
Turale said the new Australian Wine national branding was also previewed at Vinexpo.
“The national brand encapsulates the adventure and diversity of Australian winemaking and it was great to see this applied across the pavilion and in supporting regional and wine brand assets at Vinexpo,” said Turale.
One of the Australian exhibitors at Vinexpo Asia 2024, Bruce Tyrrell of Tyrrell’s Wines in NSW, said the experience was terrific and well above his prior expectations
“The one thing that has stood out during the past three days is that the locals are happy to see us back. We’ve drawn the crowds of people who have attended and want to put us back into the marketplace.
“I think this will be a great boon for the whole of the Australian wine industry. In terms of being here on the Australian Wine Pavilion, I think is very important that we are all together,” said Tyrell.
Vinexpo Asia 2024 brought together more than 14,000 trade visitors from 60 countries, who had the opportunity to engage with exhibitors from around the world over three days.