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Australian Wine Heroes Return to UK

Published:  09 March, 2009

AUSTRALIAN WINE HEROES RETURN TO UK

AUSTRALIAN WINE HEROES RETURN TO UK

By popular demand, leading independent wine merchants and restaurateurs across the UK are again joining forces with Wine Australia ( http://www.wineaustralia.com ) to run a six to eight week promotion, starting this week - on 'Regional Heroes' wines with true character.

By popular demand, leading independent wine merchants and restaurateurs across the UK are again joining forces with Wine Australia ( http://www.wineaustralia.com ) to run a six to eight week promotion, starting this week - on 'Regional Heroes' wines with true character.

Wine Australia is also offering a lucky consumer the chance to win a dream trip for two 'down under'
(http://www.wineaustralia.com/win ) in its latest competition.

The 'Regional Heroes' wines were the focus of a staff training programme run by Wine Australia, which led to support in the form of merchandise and the competition.

Top performing merchants and restaurateurs will also have the chance to win one of several places on a 10 day trip to the vineyards and wineries of Australia in June 2009.

Lucy Anderson, Wine Australia's acting director for UK, Ireland and Europe, comments: "Last year, we ran an extremely successful promotion in the UK and Ireland which saw an uplift in both the volume and value of Australian wine sales.

"In addition, the consumer campaign saw more than 40,000 'virtual' glasses of wine tasted online!

"Education is key to developing consumer confidence in premium Australian wines."

This year sees an increase in participating businesses and, despite the current economic challenges, Wine Australia believes that the trade will again enjoy a notable increase in wine sales as a direct result of this activity.

The aim is to create greater awareness of Australia's wine regions and build an association between established regions and varietal expression.

The promotion in the UK starts this week with diverse activities scheduled - including themed garden parties, in-store tastings and tailored dinners.

Participating businesses include: Geronimo Inns; Corks Out; SH Jones; Ford Restaurants including Tamesa, Food Inc and Butcher & Grill; Vinopolis restaurants including Brew Wharf, Wine Wharf and Cantina; Soho Wine Supply; Tanners; Peckhams; Cambridge Wine Merchants; Great Grog; Winehouse; Philglas & Swiggot.

Anderson concludes: "We've made an absolute commitment to building recognition and sales of regionally distinct Australian wines above popular premium price points and our 'Regional Heroes' programme endorses this aim.

Education is vital to help those at the sharp end work with this category and our interactive educational DVD 'Australia: world class'
(http://www.wineaustralia.com/worldclass ) provides a ready tool for trade and consumers to continue discovering all about our wines."

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