SAN FRANCISCO, June 23, 2017 /PRNewswire/ -- More than 1,000 trade attendees came out across North America to see Australia Up Close, Wine Australia's new educational campaign that spanned three weeks and nine cities across the United States and Canada. A record number of regions and grape varieties were represented, with wines from 74 wineries representing more than half of Australia's 65 wine regions, and joined by 31 winemakers from Down Under.
The launch of Australia Up Close comes at a time of increasing interest in the premium Australian category in the US. The value of Australian wine exports to the US in the over A$10 per liter free on board segment (approximately US$15+ retail) reached a seven-year high in 2016, and has increased overall by 58 per cent since 2012.
"This is the most exciting time for Australian wine in the US since we began exporting, and to get a great response from the trade is fantastic," said Wine Australia's head of market for the Americas, Aaron Ridgway. "A more abundant selection is key to a strong category, and the market continues to demand more Aussie wines at premium price points."
Australia Up Close featured eight educational seminars on a range of subjects including old vines, the evolution of Australian winemaking, white wines and Grenache. The nine-city tour kicked off on May 30 in LA and visited Dallas, Chicago, New York and Boston before heading north to Montreal, Toronto, Ottawa, and Vancouver.
Michael Engelmann MS, Beverage Director at The Modern and Untitled in New York City observed an evolving appreciation for Australian wine in the US. "Just like the diversity of wines offered in Australia it was great to see how diverse the crowd was, from familiar faces to the next generation of wine buyers. I think that it is a great testament to what is happening in Australia at the moment. These are exciting times!"
Dan Schmude, category manager for New Jersey retailer Bottle King, is expanding the stores' selection of Australian wine at higher price points. "The energy in this room is amazing," he said of the June 7 event at New York's Metropolitan Pavilion.
For further information, or to request images please contact Emily England – Wine Australia Communications Manager, North America at firstname.lastname@example.org or cell: +1 202 251 5225.
Communications Manager, North America
Cell: +1 202 251 5225
About Wine Australia: www.wineaustralia.com
Wine Australia supports Australian winemakers by investing in research and development, assisting with exports, market support and promoting and raising the profile of Australian wine domestically and internationally. Wine Australia is funded by grapegrowers and winemakers through levies and user-pays charges and the Australian Government, which provides matching funding for RD&E investments. Wine Australia is the trading name of the Australian Grape and Wine Authority, a Commonwealth statutory authority established under the Australian Grape and Wine Authority Act 2013. Join the conversation: Twitter: @Wine_Australia Instagram: @WineAustralia Facebook: WineAustralia
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SOURCE Wine Australia