Wine Australiain association with the Australian Embassy in Mexico, Australian Trade Commission and Wine Spoor, last month hosted the single biggest tasting of Australian wine in Mexico.
The tasting, held at the Australian Embassy in Mexico City attracted nearly 200 media, trade and VIP guests.
Guests tasted more than 60 Australian wines from 13 wine regions including the Barossa Valley, McLaren Vale, Heathcote, Frankland River and the Hunter Valley.
The tasting event was multi-format with blind tastings, mini-masterclasses and door prizes all designed to give guests an educational entrée to the quality and diversity of Australian wine.
The tasting has already generated 70 prospective sales leads as exhibitors had the opportunity to showcase both existing wines in the Mexican market as well as introduce wines newly available for import to buyers and key decision makers from wine retailers, wine importing and wine distribution companies.
With wine imports in to Mexico at $225 million in the year ended September 2014, and the local wine market estimated to grow from $1.9 billion to $3.7 billion by 2018, Mexico presents an opportunity for Australian wine brands that warrants their on-going attention.
Wine Australia’s Angela Slade said this was the first Wine Australia event to be held in Mexico and the support it received from brands demonstrated the importance of events that can help them launch into emerging markets or strengthen their existing presence.
Journey of discovery
“This is a market that has seen double digit value growth every year for the past five years and right now Australian brands probably aren’t capitalising on this growth to its full potential.
“There’s an opportunity for brands to engage with drinkers in emerging markets like Mexico who are newly discovering wine. With events like the Australian Embassy tasting, Australian wineries can make sure that they’re playing an on-going role in that journey of discovery.”
Jose Gonzalez, Managing Director of Bodegas de Vino, said the tasting highlighted the potential of Australian wines.
“The tasting gave me the chance to appreciate different iconic wines from each region.
“Australia showed us the real potential of their wines. If you’re a wine enthusiast, you can’t deny this fact.”
Well-known wine consultant Sandra Fernandez of SFG Wine Consulting and regarded as one of the top 10 wine influencers in Mexico welcomed the opportunity to discover new wines and wineries that would appeal to Mexico’s more educated wine drinker.
“Australian wines were among the top wines for adventurous consumers … today, sommeliers and journalists had the chance to taste excellent wines from new wineries that are interested in our market once again.”