Victoria to showcase growing wine industry to attract overseas buyers

Source:Xinhua Published: 2015-5-25

The wine industry in Australia's Victoria will conduct a four-day trade mission for international buyers, including those from China, Japan and South Korea, who will visit local vineyards to get a taste of the state's best wines.

The event, launched by the Victorian government on Monday, is aimed at attracting more than 150 potential buyers to visit Victoria's wineries and cellar doors, in a program called "Meet the Winemaker," which aims to allow local businesses to grow and exercise new export opportunities.

There is expected to be a strong Asian presence at the program, with investors primarily flying in from big markets in China, Japan, South Korea, Vietnam, Thailand, Malaysia, Singapore, India, the Philippines and the United Arab Emirates (UAE).

Wine is currently one of Victoria's most valuable exports; the state government estimates that more than 120 million liters is shipped to more than 80 countries every year.

But according to state Agriculture Minister Jaala Pulford, most of the revenue from Victoria's viticulture industry comes from the strong domestic market.

She said the program aims to help Victorian producers compete with the famous Australian markets of the Barossa and Hunter Valleys, based in the states of South Australia and New South Wales respectively.

"We're bringing the world to our cellar door, showcasing the superb wines, vineyards and dining that Victoria has to offer," she said in a statement on Monday.

She labeled the Meet the Winemaker venture as a critical step for local, Victorian producers to get a leg-up in exporting the best of what the state has to offer.

"Meet the Winemaker will see the Victorian wine industry take to the international stage like never before, building new ventures and bringing more investment."

Pulford said she expected the event to not only boost exports overseas, but also grow the demand for jobs as overseas buyers continue to purchase more Victorian-produced wines.

"Victoria's food and fiber sector -- which includes the wine industry -- is primed for extraordinary growth. We're focusing on it to create local jobs and boost exports."

More than 100 wineries across all 21 Victorian wine regions are taking part in the program.

Beacon Wines

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