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Australian Government strengthens its support of Australian wine education and promotion through new appointment in China
The Australian wine sector has increased its commitment to China by creating a new position in Shanghai.
The Australian Wine and Brandy Corporation (AWBC) and Australian Trade Commission (Austrade) have announced a partnership to provide stronger, coordinated support of Australian wine exports to China and to maximise Australian wine education and promotion in China. Through this partnership, a full-time Wine Australia Market Development Officer has been appointed to Austrade’s Shanghai office.
The successful appointee, Ms Summer Yan commenced her new role in mid August 2008, kicking off her appointment with a marketing trip to Australia to meet with Australian wineries. Her key objective is to help implement and deliver a new Wine Australia Market Program in China, focussing in particular on Shanghai and Beijing, to help support Australian wine exporters and bottled Australian wine brands that are currently distributed in the fast-growing market.
Ms Yan has a strong knowledge of the Australian wine industry and of the trading environment in China. In her previous role as Business Development Manager – Food and Beverage with Austrade China Summer was responsible for the development of the Australian wine sector in Shanghai and East China and has significant experience with the local wine trade and media and has strong skills in event organisation, market promotion, marketing and public relations.
“Coupled with her knowledge, Summer has a deep passion for Australian wine which makes her perfect for the role,” said the Deputy Australian Consul General, Commercial Section and Austrade’s China Country Manager, Mr Christopher Wright.
“The recognition of China as a key, priority market for future export growth marks an exciting new chapter in the Australian Government’s support of the Australian wine sector in international markets,” Mr Wright said.
“We are looking to deliver a comprehensive range of initiatives through Austrade’s China network that will focus on education, positioning and awareness of Australian wine,” said the AWBC’s Regional Manager Emerging Markets, Ms Ali Hogarth.
“Having someone on the ground through the AWBC-Austrade China partnership will enable us to engage directly with the key gatekeepers – buyers, media, educators and trade. Summer has strong networks and is well known name among the Australian wine industry through her previous role in Austrade China’s Wine Team,” Ms Hogarth commented.
This appointment acknowledges the importance of a long term approach to the Chinese market through having in-market resources to quickly respond to increasing Chinese consumer interest in Australian wine.
Last year China became the top export destination for Australian bottled wine in Asia, and AWBC figures suggest the total market will grow to more than one billion litres a year by 2011/12.
Ms Yan’s first weeks in the job will be spent in Australia. She will tour wine regions in across Australia to where she will be briefed on the latest trends and developments of the Australian wine industry and talk with wine makers and exporters interested in engaging with the Chinese market.
“Importantly, all of Australia's four wine brand ‘personalities’ will be well-represented in targeted activities, offering consumers and the wine trade access to the wine range of Australian wine styles,” Ms Hogarth said.
“Our priority is to build key relationships with Chinese trade, and to demonstrate how the Australian wine category can be a relevant and compelling addition to their business.”
Further information:
Mr Anthony Yan
Australian Trade Commission, Australian Consulate General, Commercial Section, Shanghai
Communications and Media Manager
T. (21) 6321-1333 / Fax: (021) 6321 1222 Email: anthony.yan@austrade.gov.au
Ms Ali Hogarth
Australian Wine and Brandy Corporation
Regional Manager žu Emerging Markets
T + 61 8 228 2064 / M + 418 818 827 /Email: ali.hogarth@wineaustralia.com