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Halliday Wine Companion launches in China

Publish Date: 12 Apr 2018

Authored by: Anonymous


At last month’s Chengdu Food and Drinks Fair (CFDF), a leading trade event attracting more than 100,000 wine importers and buyers from around China, the Mandarin translation of the Halliday Wine Companion guide was officially launched.

A press conference held at the Shangri-La Hotel saw Halliday Wine Companion publisher Simon McKeown and key representatives from Chinese publishing partner Shanghai Godolphin Communications talk to the new venture. The aim of the China guide and WeChat presence is to promote Australian producers and regions to Chinese consumers, sharing stories of local wineries, winemakers and wines.

James Halliday, who is a regular visitor to China and a well-known personality on its shores, attended the CFDF for the first time, speaking at a series of events. As part of the launch, James explained the five-star winery rating and 100-point wine rating systems, and fair-goers who pre-ordered the guide had the opportunity to have their photo taken with him. “It’s exciting to be here,” he said. “It’s unlike any other part of the world.”

James also spoke more broadly on Australian wine in China at Wine Australia's talk on trends, covering the challenges and opportunities of this marketplace: “The big challenge is making Australian wine a part of the everyday,” James said. Other challenges noted were the perception of Australian wine in China, as well as whether Australia has the supply to meet China’s demand. James believes there’s opportunity to build a positive image of the local industry in China, as well as for those Australian producers who choose to focus their attention there.

At Halliday-hosted masterclasses, CFDF attendees were introduced to classic Australian wines, with a particular focus on shiraz, and provided the opportunity to taste a selection of Halliday Wine Companion Awards winners from across the years. The wineries who travelled to China with Halliday included Domaine AsmaraSinglefile WinesShottesbrookeEspier Estate and Santa and D'Sas.

Australia’s presence at the 2018 CFDF was bigger than ever, with 60 wineries and 20 wine regions represented among its 3000-odd exhibitors. “China will be the largest market for exported wine very soon,” James said, “and Australia will be a major part of this market”.

Next article: James on Australia's place in the world

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