Wine Australia - Regional Heroes

Regional Heroes are wines and producers that have blazed a trail for their region's profile with varietal choice and/or style dictated by who made them, where they were made, and why.

When consumers buy within this category – whether from specialist or independent retail chains, in restaurants where wine and food go hand in hand, or via online dealings with a chosen producer – they will be beginning a new journey of wine exploration.

The ultimate invitation, of course, is to make the journey to experience the wine, history and heritage – to try a Barossa Shiraz in the Barossa Valley or drive south of Perth for a Margaret River Cabernet.

Positioning: Wines from somewhere rather than wines from anywhere. Australian wines that add and sustain interest for consumers by fostering a clear association between region and variety/style.

Indicative criteria: (at least two of the four criteria would need to be justified for Regional Hero status):

• Established and awarded reputation for excellence of regional, varietal expression – eg gold medal regional and/or national show circuit standing
• Strong third party endorsement – domestic or international media/trade endorsement
• Existing history of strong export performance or demonstrable export capability
• Peer group recognition for positive contribution towards developing regional profile – eg committee activity; cellar door innovation; regional tourism etc

Proposed categories: While many regions excel at numerous levels, experience and market research informs that the simplicity of a singular message is the most effective approach for recognition and positive association. Clearly this is not a totally inclusive categorisation, it is merely a recommended and proven strategy that will form the basis of our Year 1 activity.

1. Hunter Valley Semillon (NSW)
2. Yarra Valley Pinot Noir and Yarra Valley Chardonnay (VIC) 
3. Mornington Peninsula Pinot Noir (VIC) 
4. Rutherglen Muscats, Tokays and Fortifieds (VIC) 
5. Grampians (Great Western) Shiraz (VIC) 
6. Tasmania Pinot Noir and Tasmania Sparkling (TAS) 
7. Clare Valley Riesling (SA) 
8. Eden Valley Riesling (SA) 
9. Barossa Valley Shiraz and Barossa GSM (SA) 
10. McLaren Vale Shiraz and McLaren Vale Grenache (SA) 
11. Adelaide Hills Sauvignon Blanc (SA) 
12. Coonawarra Cabernet Sauvignon (SA) 
13. Heathcote Shiraz (VIC) 
14. Margaret River Cabernet and Margaret River Chardonnay (WA) 
15. Great Southern Riesling (WA)

These will form the main themes of our focus tastings and tutored seminars, but may be able to include additional styles, expressions and/or blends by way of supporting, free-pour tastings. Regions can be teamed or themed together (intra- or inter-state) to provoke further debate and interest. The aim is to promote a clear and positive association that will form the basis of a strong promotional platform for regionality from Australia.
Remember: if you do not yet fit these criteria or focus themes, there will be numerous opportunities for event inclusion under the other brand segments: Brand Champions and Generation Next. Alternatively, relatively new and/or emerging regions from an export perspective may have a grouped focus class of their own, eg Orange, Heathcote, King Valley etc.  

Indicative Channels: Specialist retail chains, independent retail plus alternative channels such as mail-order, internet, duty free, airlines and some on-premise (gastro-pubs or equivalent to destination white table cloth).