Australia is aiming to use its biggest-ever wine event later this year to challenge negative perceptions of the country's wine industry.
Savour Australia 2013, to be held in Adelaide on 15-18 September, is described by organisers Wine Australia and the South Australian Government as ‘the most comprehensive exploration of Australian wine ever undertaken’.
The event will combine business discussion, wine tastings and ‘lifestyle’ experiences, with Wine Australia saying it represents a ‘significant change’ in the global promotion of Australian wine, shifting into the arenas of lifestyle, food and travel.
‘We want attendees to challenge the commonly held perceptions of Australian wine, uncover the business case for our wines and discuss Australia’s role in the global wine market, but do this in a way that couples our wines with our quintessential Australian way of life,’ said James Gosper, market development general manager at Wine Australia.
The event will include up to 20 tastings, themed lunches and dinners, and discussions, examining rarely shown wines and themes in an effort ‘to uncover the innovation, diversity and quality of what Australia has to offer’, Gosper added.
Organisers hope to attract hundreds of global and local wine distributors, retailers, winemakers and commentators to Adelaide, which was selected as host city following a national tender process.
Savour represents the latest attempt to rebuild the global reputation of Australian wine, which has suffered following years of oversupply and faltering attempts to promote regionality in key markets such as the UK and US.
Written by Richard Woodard