Generic joint effort deemed a success

02 April, 2010

The collaboration between five of the New World’s leading generic wine bodies at Prowein has been hailed a success and could be repeated at the London International Wine Fair in the future.

Argentina, California, Chile, New Zealand and South Africa came together under the Down to Earth banner at last week’s exhibition in Düsseldorf to host 12 one-hour-long seminars, featuring winemakers and speakers from all five countries, chaired by well-known industry figures. Topics covered included sustainability, innovations in marketing, a sense of place and signature grape varieties.

Paul Moleman, European director of California Wines, said: “We’re very happy, it’s been highly successful and the plan is to come back to Prowein next year.”?Wines of South Africa head Su Birch estimated between 550 to 600 people attended. “The collaboration worked really well despite the challenges of all the different time zones and a very small budget,” she said.

With the LIWF less than two months away, Birch admitted “it’s too late to plan anything” for this year.

But Moleman said the five generics would consider coming together at LIWF in the future. “If there’s interest maybe we could roll it out to London,” he said.

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