Australia's First Familes of Wine get promotions boost

Published: 28 May, 2010

The Australia's First Families of Wine (AFFW) initiative has been given a boost this week with a government grant of AUD$429,000 to help promote the wineries involved around the world.

AFFW, launched in August 2009, has brought 12 of the most respected winemaking families in Australia together to help promote not only their wines, but the overall quality of regional wine in the country.

The additional funding will help AFFW take the message to more markets around the world after a successful promotional trip to the UK earlier this month.

Colin Campbell from Campbell's Wines in Rutherglen and a AFFW member said: "Following our successful launch, this grant will now assist us to take the premium Australian wine message to the wider global audience whilst also signalling a strong endorsement of the AFFW's objectives." He added: "We are working closely with the Australian Wine & Brandy Corporation (AWBC) and Wine Australia to align our activities with their overall vision and strategy for the wine industry, and this injection of funds will help implement the next phase of domestic activity and push forward into the key emerging market of Asia/China, and established markets of USA/Canada."

The recent week long programme of events in the UK involved a series of consumer, trade and media activities around the country, showcasing some of the best varietal, regional and flagship wines Australia has to offer.

Tastings were held in in London, Bristol, Manchester and Edinburgh including a Wine Society members tasting that attracted 300 people.

The week culminated in London on Friday with a trade tasting and masterclass at the Imagination Gallery for media and wine trade, followed by an exclusive consumer tasting of AFFW wines for Daily Telegraph Wine Club members.

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