Championing Australian wine in the USA

Coonawarra winemaker Sue Hodder will  travel to the US this month to educate and update trade opinion leaders and influences on Australian wines.

100 influential Americans will experience Australia’s vibrant and exciting wine culture at Australia Decanted, a four-day, invitation-only symposium exploring the varieties, regions and styles of wine that make Australia’s one of the world’s most diverse and thrilling wine scenes.

Sue Hodder will be one of 13 eminent Australian winemakers presenting at the event, during which the American influencers will explore classic expressions, new interpretations and the influence of altitude, attitude and terroir on Australian wine at beautiful Lake Tahoe, California.

Ms Hodder said it was important to provide a concise and modern story of Australia’s wine history, style and direction.

“It is important they are well aware that Australia is a home of quality and diverse wines that are applicable for their market”, Ms Hodder said.

Australia Decanted will feature seminars, tastings and a vibrant program that will give the invited national retail and on-premise buyers, selected educators, Master Sommeliers, Masters of Wine and media a fresh understanding of the people, the culture and the places shaping Australian wine today.

The Wynns Coonawarra Estate winemaker will be representing Australian and Coonawarra cabernet at the event discussing the regions red terra rossa soil and the heritage of the area.

“We will also be discussing the modern style that is applicable to modern cuisines and all the innovation and investigation that we have been doing over the last few years to tell the best possible stories”, she said. “I am looking forward to proudly telling the story of our wines of Coonawarra, Wynns Coonawarra Estate and Australian cabernet sauvignon in particular and explaining what we are doing and reviewing the response and feedback from the influencers and trade in the US”.

Senator Anne Ruston, Assistant Minister for Agriculture and Water Resources, said events like Australia Decanted will send a strong signal to the US market that Australia is ready to do business.

‘Engaging with the US market and building demand for our wine exports is a key goal of the $50 million Export and Regional Wine Support Package.

‘We’re backing our exporters to secure new distribution channels and accelerate the growth of Australia’s wine exports in the world’s largest wine market’, she said.

Wine Australia Chief Executive Officer Andreas Clark said Australia Decanted is the beginning of a dedicated, multi-year marketing strategy in the USA.

‘We’re investing significantly to share our stories in the USA. Australia Decanted will flow into Aussie Wine Week in September 2018, and then consumer activations in New York City will build into a month-long celebration of Australian wine across the US market in September 2019.

‘The $50m Package has enabled us to drive bigger and bolder engagement to change the perception of Australian wine, capture market opportunities and drive export and tourism growth.

‘We’ve just wrapped up our most successful events in China – Vinexpo Hong Kong and the China Roadshow – and under our Australian Wine Made Our Way campaign, we are telling our stories to the world’, he said.

More information about Australia Decanted is available here.

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