Back by popular demand, leading independent wine merchants and restaurateurs across the UK have again joined an initiative from Wine Australia which sees them running a 6-8 week promotion on wines with true regional character. These ‘Regional Heroes’ wines formed the basis of a staff training programme run by Wine Australia for all participants, which has been further supported with merchandise and a consumer competition which offers a prize trip for two to Australia: www.wineaustralia.com/win

Top performing merchants & restaurateurs will also be incentivised with the chance to enjoy one of several places on a 10 day trip to the vineyards & wineries of Australia in June.

Lucy Anderson, Acting Director UK/Ireland/Europe, Wine Australia said of the initiative:

“Last year we ran an extremely successful promotion in the UK and Ireland which saw an uplift in both the volume and value of Australian wine sales. In addition, the consumer campaign saw more than 40,000 ‘virtual’ glasses of wine tasted online! Education is key to developing consumer confidence in premium Australian wines.”

This year sees an increase in participating businesses, and despite the current economic challenges, Wine Australia believes that the trade will again enjoy a notable uplift in wine sales, as a direct result of this activity. The aim is to create greater awareness of Australia’s wine regions and build an association between established regions and varietal expression.

The promotion in the UK starts this week with diverse activities scheduled; including themed garden parties, in-store tastings and tailored dinners. Participating businesses include:

Geronimo Inns
Corks Out
SH Jones
Ford Restaurants including Tamesa, Food Inc and Butcher & Grill
Vinopolis restaurants including Brew Wharf, Wine Wharf and Cantina
Soho Wine Supply
Tanners
Peckhams
Cambridge Wine Merchants
Great Grog
Winehouse
Philglas & Swiggot

Concluded Anderson:

“We have made an absolute commitment to building recognition and sales of regionally distinct Australian wines above popular premium price points and this programme endorses this. Education is vital to help those at the sharp end work with this category and our interactive educational DVD ‘Australia: world class’ (www.wineaustralia.com/worldclass) provides a ready tool for trade and consumers to continue discovering all about our wines.”