New World offers 'show within a show'

15 July, 2009

Five New World countries are pooling their resources in a unique alliance, as part of an attempt to boost European sales.

Argentina, California, Chile, New Zealand and South Africa have formed the New World Wine Alliance and will be joining forces to showcase their wines at Germany’s annual ProWein show in March next year.

Australia is not part of the alliance, fuelling more speculation that its focus is increasingly on Asian markets.

A spokesman for the alliance said: “Although we remain competitors, we believe the potential exists to further advance the New World’s share of the global wine market by sharing best practice.

“We have already benefitted from each other enormously by exchanging viticultural and cellar research as well as innovations in packaging, marketing and logistics.”

The spokesman said there had been exploratory talks amongst New World producers for several years about establishing a stand-alone show.

“However, recent research had suggested that with so many shows already in place, the alliance would be better served by creating a show within a show, using the well-established platform of ProWein,” he added.

The five alliance partners will be grouped together in a single hall and will jointly offer a series of seminars, lectures, presentations and workshops under the umbrella theme Down to Earth.

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