Wine Australia and OLN trip of a lifetime
Wine Australia has outlined the next phase of its generic programme as it ramps up activity focusing on independents and consumer education.
As part of its ongoing A+ Australian Wine campaign, it has teamed up with Off Licence News to offer three independent retailers a buying trip to Australia to experience what the indus- try has to offer first-hand and how it can enhance their range.
To win our Yours to Explore Independently promotion, retailers must run in-store activity promoting the country’s wines between October and December.
Participating stores will have access to supporting POS materials to help bring their ideas to life and maximise sales. The winners will be announced at Wine Australia’s generic tasting in London on January 31, 2013, and they must be available to travel between April 1 and 13, 2013.
For more information, retailers should email UK@wineaustralia.com.
In addition to its OLN independent buying trip, Wine Australia is launching a programme of masterclasses and seminars to improve trade and con- sumer knowledge of the country’s wines.
The monthly Tasting Blind Club will launch in October and offer students working towards the Wine & Spirit Education Trust Diploma, Master of Wine or Court of Master Sommelier exams the chance to try two dozen wines served blind at a drop-in tasting.
Yvonne May, regional director for the UK and Europe, said: “We will be look- ing at regionality and sub-regionality while featuring diverse vintages and museum stock. The tastings will be held the second Monday of each month at Australia House and, in response to a common request among the target audience, they will take place between 4pm-6.30pm.
“Crib sheets will be provided and there is the option to complete a short test paper at each session – the best taster of the year winning a trip to Australia.”
She added: “This autumn and winter we are further cranking up our trade education opportunities with a new series of Masterclasses on Australian Excellence, which will each feature a given variety or category from across different regions presented as a series of mini-verticals, with three vintages of each wine tasted and discussed.”
The A+ Australian Wine One Day Wine School also resumes next week with a masterclass presented by OLN’s Tim Atkin MW in London, with similar courses taking place in three other UK cities and eight across continental Europe over a fortnight in 2013.