First Families raises a glass to Canadian market

22 June, 2011 by

By Amy Looker

The Australia’s First Families of Wine (AFFW) initiative has officially launched in Canada, with the members paying their first ever visit to Ontario to showcase their collective portfolio of wines.

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The winemakers and family members of 11 of Australia’s most prestigious winemaking families presented 60 wines to Canada’s trade, media and consumers, with a particular focus on iconic wines and regional heroes.

The group also hosted a series of tastings to introduce locals to the wines of the AFFW, which saw guests given the chance to chat to the winemakers while tasting flagship wines.

The AFFW members involved in the Ontario tour represent wineries from 16 regions across four Australian states, including Western Australia (Howard Park); New South Wales (De Bortoli, McWilliam’s, Tyrrell’s); Victoria (De Bortoli, Campbells and Tahbilk); and South Australia (d’Arenberg, Tyrrell’s, Henschke, Yalumba, Jim Barry & Wakefield).

AFFW founding chairman and CEO of Victoria’s Tahbilk winery, Alister Purbrick said that the trip and exclusive engagements with the Canadian market were a resounding success for the AFFW and Australian wine industry as a whole.

“We were thrilled to have the opportunity to meet with the Canadian consumers, trade and media, tell the Australian wine story and showcase some of Australia’s premium wines. We were able to present the calibre, integrity and regional diversity of Australian wines to an exciting market and build strong and vital relationships along the way,” Purbrick said.

“The benefits from this trip will be a major strength for the Australian wine industry and, as a group, we are proud to be working together to communicate the traditions and history of Australian wine.”