Sirromet at Vinexpo

Sirromet Wines waved the flag for Queensland winemakers at the recent Vinexpo wine show in Hong Kong.

Queensland’s Sirromet Wines was one of a record 151 Australian exhibitors to attend Vinexpo Hong Kong in late May.

Australia took centre stage as ‘Country of Honour’ at this year’s Vinexpo, which is Asia’s premier wine and spirits trade fair.

The huge contingent of Australian wine exhibitors showcased more than 225 Australian wine brands from 51 wine regions, celebrating Australia’s diverse and energetic wine scene.

Wine Australia Chief Executive Officer Andreas Clark said around 17,000 trade and media representatives attended the three-day expo, and it was a unique opportunity to promote Australian wine and the authenticity, camaraderie and innovation of Australian winemakers.

‘Australia is a high-quality wine-producing nation and our winemakers have great stories to tell,’ he said.

‘They’re at the forefront of innovation in experimenting with new grape varieties and different styles of winemaking.

‘The packed three-day program of regional tastings and conferences, together with the unveiling of a new marketing campaign – ‘Australian Wine Made Our Way’ – has made a strong statement about what makes Australian wine unique and desirable.’

During the expo, Wine Australia also signed a memorandum of understanding with Chinese multinational ecommerce giant Alibaba to better showcase Australian wine on the world’s fastest growing ecommerce platform, Tmall.

Seventy-one exhibitors then joined Wine Australia’s China Roadshow, travelling to Shanghai, Shenyang, Jinan and Wuhan to showcase their brands to more than 3,000 importers, distributors, wholesalers, sommeliers, buyers, media, influencers and VIP consumers.

China is Australia’s number one and fastest growing wine export market by value, with the value of wine exports to China increasing 51% (to $1.04 billion) in the year to March 2018.

The Vinexpo mission and China Roadshow were supported by the Australian Government through the $50 million Export and Regional Wine Support Package.

Queensland businesses can get advice on exporting to Asian markets from their local TIQ trade and investment advisors.