Australian excellence celebrated in China

Australia’s leading wine authority James Halliday first visited China in 2005 on a trip that was more culinary than wine in its focus. On his return trip back five years later, wine was at the top of his agenda as he joined the Australian Wine and Brandy Corporation and Austrade in Beijing on January 26 to present the inaugural Wine Australia Awards at an exclusive masterclass for media, exploring exceptional fine wines nominated from five-star wineries in his 2010 Australian Wine Companion. He was also on hand to host an exclusive series of trade and VIP tastings held throughout Australia Day, which attracted over 600 invited guests.

Acknowledging how much the market has developed since his first visit, Mr Halliday shared some of his thoughts on the burgeoning market: “China is an exciting country because of the rate of change. The statistics behind the growth to become our fourth largest market by volume and value are just staggering. Australian wine already has a platform in a country that was unthinkable five years ago. It’s an exceptionally good platform we have at such an early stage of development for the market.”

"What strikes me particularly is the absolute desire for more education about wine among the trade and press. The knowledge infrastructure is one of the challenges of the market, and it will take time and sustained effort to keep improving. Building a platform of knowledge is critical in China and the activities that AWBC and Austrade are undertaking are very effective ways of spreading the word. The masterclass format is essential to this. Given the thirst for knowledge and respect Chinese people have for old farts like me to run educational programs, and by putting this message across via the Companion for education, I can’t see a better way to go.”