The Hon. Nick Champion, Minister for Trade and Investment (SA), Media Release, 28 November 2022
Premium South Australian wine continues to gain recognition in key Asia-Pacific markets after the latest group of international wine ambassadors was assembled in Hong Kong.
Eight of Hong Kong’s leading wine importers have been hand-picked to raise the profile of South Australia’s best wines in their own regions and boost trade demand with our state.
Each importer has just joined the South Australian Wine Ambassadors Club (SAWAC) chapter in Hong Kong – launched on Friday – and will act as global ambassadors to promote South Australia’s world-class wine brands.
They include Anrise-IMC, Aquaseason Professionals, Black Type Distribution, Continental Wines, Rising Dew Enterprise, Royal Orchid Wine, Sunday’s Distribution and 12 Bottles.
Hong Kong is the fourth-largest destination market for SA wine exports. In the year to September 2022, exports to Hong Kong were valued at $137.4 million and represented 10 per cent of all SA wine exports.
Latest ABS data also shows about 80 per cent of Australia’s wine exports to Hong Kong came from South Australia – a figure set to rise under this new partnership.
It follows the Japan chapter of the SAWAC being set up last month during the Malinauskas Government’s first overseas trade mission, as demand for premium local wines ramps up.
Both these countries form part of the Club’s growing global footprint, with 43 wine importers selected to drive sales in six key markets: Hong Kong, Japan, South Korea, Singapore, India and New Zealand.
The overseas ambassadors will help deliver an estimated 90 new-to-market wines across these markets over the next two years, as well as supplying and distributing wine from South Australian producers.
Members will benefit from Club Patrons and renowned wine authorities, James Halliday AM and Tony Love, who will deliver educational masterclasses and tastings.
The SAWAC, established in July, is part of a four-year Wine Export Recovery and Expansion Program to boost export growth and create new markets through an international network of advocates who share a love for South Australian wine.
Quotes attributable to Nick Champion
We are quickly establishing a global network of leading wine importers across the Asia-Pacific region to promote and bring in more South Australian wine.
We value Hong Kong as a vital market for our premium products and recognise the importance of building trade relations through this new partnership.
The ambassadors now on board will help deliver some of South Australia’s best wines in hotels, restaurants and on the shelves of specialty shops.