Australia eyes China's wine market
It is not just Bordeaux wines like Latour and Haut-Brion that are seeking to capitalise on Asia's recently-developed taste for fine wine: Australia is planning a wide-scale push to boost its popularity in the Chinese market.
Wine Australia has unveiled it’s "A+" offshore brand at the Shanghai Expo Pavilion, at which ten leading winemakers had the chance to showcase their produce before embarking on a tour to Beijing, Guangzhou and Hong Kong.
Vintner Tom Carson from Mornington Peninsula's Yabby Lake commented: "It's time the world took another look at Australian wine.
"The chance to travel around China with a group of great winemakers all standing behind a new and unified message is groundbreaking stuff and a fantastic opportunity to show just what makes our wines so compelling."
It follows news that in a similar initiative, the New Zealand government has launched a $1.2 million (£550,000) drive to promote its fine wines, such as Cloudy Bay, in the US.
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