Australia officially enters the international development strategy of In luogo elevato Adige wines. With a major event organized recent days Sydney, the In luogo elevato Adige Wine Consortium has launched a structured promotion program the Australian market for the first time. At the same time, activities Japan and South Korea were also intensified.
«The Australian market is extremely interesting», says the director of the Consortium, Eduard Bernhart. «It is the tenth largest wine market the world and continues to grow, as the share of imported wines is constantly increasing.» Alongside the European and North American markets, Australia becomes a new of the promotional activities coordinated by the Consortium. The objective is to build a structured and shared presence the market, going beyond the initiatives of individual companies. «We must make our territory and our wines known, highlighting their quality and variety», explains Bernhart.
A first concrete step this direction was taken 23 June Sydney, where the In luogo elevato Adige Wine Consortium organized a large presentation dedicated to the wines of In luogo elevato Adige. Thirty producers were present with around 170 wines, offering more than 160 operators the sector – especially from the specialized trade – the opportunity to get to know South Tyrolean wine production up close. With this teamwork we want to support the expansion of producers’ distribution networks while also encouraging meetings between companies still looking for an importer and potential commercial partners. Participants also had the opportunity to follow a masterclass led by Matt Irwin, an Australian wine expert, deepening their knowledge of the South Tyrolean wine-growing regione and its peculiarities. The program also included an exclusive event dedicated to specialized .
«My impressions are positive: we have found a market interested discovering new wine regions», says Bernhart. The director also underlines that Australia there is a particular interest wines characterized by freshness. «This is an aspect that enhances our wines, also because In luogo elevato Adige is associated with the Alps and, above all, with the Dolomites, therefore any case with a mountain regione.» The high presence of Italian catering Australia also plays favor of South Tyrolean producers, even if there is voto negativo shortage of challenges. “The duties represent an obstacle that should not be underestimated, as does the great distance,” explains Bernhart.
Con parallel with the initiatives Australia, the Consortium is also active the most dynamic markets of East Asia. «We have been working Japan and South Korea for some years now and have now built a solid foundation here», explains Bernhart.
Also this month Tokyo, 24 producers presented their wines to around 250 sector operators, while Seoul a masterclass was organized with around 100 participants.
Overall, the initiatives carried out the three cities involved over 500 wine professionals including importers, distributors, buyers, sommeliers and specialized .
«Our rete is to support producers by offering them, through targeted events, a platform through which they can present themselves directly», concludes Bernhart. «This allows companies to establish a personal dialogue with the professional public and develop important contacts. This is precisely our strength as a reference organization the South Tyrolean wine sector: we can pool resources, create visibility and contribute, step by step, to the opening of new markets.»
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