Over recent weeks, Australian wine producers have travelled to the UK and Europe for a spate of in-market activities.
This started with the collaborative Australia and New Zealand Trade Tasting (ANZTT), which saw 29 Australian winemakers, winery owners and principals form part of the delegate that travelled to London, Edinburgh and Dublin for a series of direct connection opportunities.
The ANZTT attracted a full house in London
Following this, momentum continued at Wine Paris where 43 Australian producers poured more than 450 wines from 34 regions at the Australian Wine stand, while a further 20 independent stands showcased dozens more Australian wine brands separately.
One of the members of the Australian Wine pavilion, Lucy Clements of Freestone Estate, said the event delivered valuable commercial outcomes.
“Some of the biggest buyers in the world have met us here, we’ve had a breadth and depth of buyer – from wholesaler to retailer – through our doors and at our table,” said the CEO of the Riverland estate.
“Paris is phenomenal, and being part of the Australian Wine pavilion makes it much easier for us to do what we need to do at Freestone.”
Scenes from the Australian Wine pavilion in Paris
Nine Australian wine masterclasses were also hosted at the Paris trade show, all of which ran at capacity, with several limited to standing-room-only audiences.
These sessions focused on regional expression, contemporary Australian styles, and alternative varieties.
The Australian wine masterclasses were in high demand
Wine Australia CEO Dr Martin Cole says the international response demonstrates the value of in-market engagement.
“In highly competitive and challenging global markets, visibility and engagement matter more than ever,” he said. “The strong response to Australian wine across ANZTT and Wine Paris shows that when we are present, telling our story and putting wines in front of decision‑makers, Australia continues to resonate.
“Buyers and sommeliers are actively looking for diversity, quality and authenticity, and Australian producers are well placed to meet that demand,” he later added.
Australia to host the IMW International Symposium in 2027
During Wine Paris, the Institute of Masters of Wine opened registration for its International Symposium 2027, which will take place over four days from 15 to 18 April in Adelaide, with support from the South Australian Government and major sponsor Wine Australia.
The event, widely acknowledged as a highlight of the global wine calendar, is expected to bring 500 leading wine educators, trade, producers and influencers from up to 50 countries to Australia, providing a rare opportunity to showcase Australian wine on home soil and in context.
“Hosting the IMW International Symposium 2027 in Adelaide reflects the confidence the global wine community has in Australia’s role in shaping the future of wine,” said Dr Martin Cole.
“It’s a powerful opportunity to bring the world’s leading wine voices to Australia to experience our regions, our producers and the innovation shaping our sector, creating lasting advocacy for Australian wine globally.”
The 2027 instalment follows on from other recent IMW Symposiums held in Wiesbaden, Germany in 2023 and in Logroño, Spain in 2018.
Learn more about next year’s Adelaide symposium here.