By James Wells at ProWein in Dusseldorf
Wine Australia has learned from its mistakes in recent years with an impressive showing at the world's largest wine fair in Germany this week.
Following its decision not to show at last year's event, Wine Australia has returned to the event with a well branded stand featuring a number of well known Australian wine producers including Brown Brothers, Yalumba, McWilliams and Grant Burge.
In the face of a strong Australian dollar and increases in taxes across various markets, the Australian producers have put on a bold showing facing such difficult market conditions.
Wine Australia director for the UK, Ireland and Europe, Yvonne May, was unable to attend the event due to sickness, but sent a message to the trade via a 48-page booklet created specifically for the event:
"It's great to be back again at this significant trade show for the European market," May said.
"We are joined on our stand by a dozen notable Australian wine companies, each of whom are actively seeking to further their work within the European market."
For the event, Wine Australia has prepared an extensive marketing campaign as well as a series of events to increase participation in the stand including breakfast each morning for trade visitors as well as daily educational events focusing on Dry Riesling (Day 1), New Wave Chardonnay (Day 2) and Classic Cabernet Sauvignon (Day 3) that have been hosted in May's absence by Wine Australia manager for Ireland, John McDonnell and assisted by Wine Australia events manager, Camilla Coste.
The Wine Australia stand at ProWein 2012 features:
Stella Bella Wines
Grant Burge Wines
Fox Creek Wines
First Drop Wines
Chalk Hill & Alpha Crucis Wines
Click on the video below to hear from Julie Howard of Buller Wines at ProWein:
Click on the video below to hear from Paul Rogers of Fox Creek Wines at ProWein: