Wine families take premium wine message to the UK

The wine industry group, Australia’s First Families of Wine (AFFW), has taken the Australian wine message abroad, launching the AFFW concept in the United Kingdom market with a comprehensive road show program.

AFFW was launched in Sydney last August, an initiative that brought twelve of Australia’s foremost wine families together with the aim of raising the profile and understanding of premium Australian wine internationally.

In its push into the UK market, AFFW last week ran a series of regional and London-based consumer, trade and media events.

In good news for the group the Federal Government has also announced the AFFW has been successful in its application for a Promoting Australian Produce grant of close to $430,000.

AFFW had already commited close to $1m of the members own money to the project.

AFFW member Colin Campbell from Campbell’s Wines in Rutherglen said the grant would help the group take the premium Australian wine message to the wider global audience.

“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 us bring forward and implement the next phase of domestic activity and push forward into the key emerging market of Asia/China, and established markets of USA/Canada,” Campbell said.

Last week’s activity included a regional road show of trade and media tastings, master classes and consumer events conducted simultaneously in London, Bristol, Manchester and Edinburgh with members of the Australian families taking part.

As well, the prestigious UK Wine Society played hosts to a tasting of AFFW’s premium Australian wines in London at the Royal Institute of British Architects (RIBA). A Leaders’ Dinner of key business influencers, media and trade buyers provided another showcase for some of the best wines from the AFFW portfolio.