Push to uncork finest wine down under

FOSTER'S Group will attempt to reintroduce consumers to chardonnay - switching them away from New Zealand sauvignon blancs - and to emphasise the regional nature of Australian wines as part of its effort to boost sales.

''I think collectively as a wine industry in Australia, we need to put forward the message that wines in Australia are not flabby, old wines,'' David Dearie, the new head of Foster's Australasian wine division, told BusinessDay last week. ''They are young, they are exciting, they are vibrant.''

As the industry struggles under the weight of a wine glut - despite a smaller grape intake this year than last year - a group of family winemakers, the head of Wine Australia, Paul Henry, and the Federal Minister for Agriculture, Fisheries and Forestry will gather today at the Sydney Opera House to launch a new marketing campaign, Australia's First Families of Wine.

Mr Dearie said he supported the initiative, even though Foster's is not a member of the group.

''Anything that gets Australian wine front and centre helps,'' he said.

''If you look at the growth of Australian categories, it is being driven by global brands, and Foster's owns several of those.''

Now that New Zealand sauvignon blanc is the top-selling white wine in Australia, winemakers such as Foster's with huge amounts of chardonnay in their vineyards are trying to get consumers to try innovative blends based on chardonnay.

''I think the styles of chardonnay have changed,'' Mr Dearie said.

''Those big old oaky, woody chardonnays of the past have a place to play, but there are some of the newer, younger, vibrant chardonnays coming in.''

The price for chardonnay grapes in the Barossa Valley fell this year despite a smaller harvest, according to the Phylloxera and Grape Industry Board of South Australia.

On average, chardonnay grapes in the Barossa sold for $612 a tonne, down 28 per cent from $852 a tonne last year, even though 29 per cent less was purchased.