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News - 19.04.10

Debut New World Wine Collaboration a Success

The collaboration at the 2010 ProWein trade show in Düsseldorf, Germany, last month (March) that saw normally competing New World wine-producing countries work together for the first time to present findings on common themes such as eco-sustainability and marketing, was such a success it is to be repeated next year.

The collaboration at the 2010 ProWein trade show in Düsseldorf, Germany, last month (March) that saw normally competing New World wine-producing countries work together for the first time to present findings on common themes such as eco-sustainability and marketing, was such a success it is to be repeated next year.

The members of the New World grouping, represented by the generic wine-marketing bodies for Argentina, California, Chile, New Zealand and South Africa drew capacity crowds and long waiting lists to their joint in-depth series of lectures, panel discussions and tastings, held under the Down to Earth@ProWein banner.  Speakers included Prof Hans Reiner Schultz, director of Germany’s Geisenheim Research Centre; economist and wine writer Jürgen Mathäß; and Dr Josef Schuller and Lynne Sherriff, the chairman and vice-chairman respectively of the of the Institute of Masters of Wine, Robert  Joseph as well as several highly influential wine critics, judges and journalists.

This year’s ProWein attracted record crowds of over 36 000 trade delegates from around the world. Even though the seminar programme ran four times daily throughout the three-day event, the level of interest was such that the organisers could not meet the demand. “This was a pilot concept. We had hoped for a good turnout but the response far exceeded our expectations,” said a spokesperson for the group. “For almost all presentations, we had to turn people away.”    

Feedback from the audiences of viticulturists, winemakers, on-consumption trade and retailers who were able to attend, was so positive, that Down to Earth is to be incorporated into next year’s ProWein programme.

Their New World debut programme highlighted some of the major challenges facing the international wine industry in a changing physical, economic and marketing environment.  Focusing on eco-responsibility in wine and innovation in marketing, the participants discussed ways of maintaining the growth momentum achieved by their respective countries. Other topics included the impact of terroir in styling and positioning wines and on building national signature grape varietals.

The configuration of Down to Earth@ProWein as a show-within-a-show gave delegates an overarching sense of the common purpose linking these normally competing nations, said the spokesperson. While it allowed visitors to attend collaborative presentations in a combined space dedicated to the partnership, it also gave them the opportunity to visit the individual country exhibitions and to discover what made each one distinctive and unique.

California Wine Institute spokesperson Paul Molleman said: "Our California wineries were very happy to see the overwhelming interest in the Down to Earth seminars, where there was standing room only. I am positive this has contributed greatly to the knowledge of and interest in New World wines, not only in Germany, but around the globe."

Wines of Chile’s managing director Juan Somavía said he was proud of the opportunity to share his country’s best practice in marketing and innovation with the international wine industry.

Wines of South Africa CEO, Su Birch said: “We were enormously gratified that the concept resonated so well with delegates and we were able to inspire and delight such a diverse audience’

For more information contact:

Wines of Argentina:

Andrew Maidment

amaidment@winesofargentina.com.ar

0044 7815647429

Lis Clément Work +54 261 4235346 Int. 2. Mobile +54 9261 6829829
Email: lclement@winesofargentina.com.ar

California Wine Institute:

Christine Berthold +49 (0) 421-217020
Cell phone +49 (0) 178-2170200
Email: berthold@wineinstitute.de

Wines of Chile:

Juan Somavia (Chile) +56 9776 75086 or Michael Cox (UK) +44 (0) 7785 291503

Email:jsomavia@winesofchile.org Michael@winesofchile.org.uk

New Zealand Winegrowers:

David Cox +44 (0)20 7973 8079 mobile +44 (0)7974 228986
Email: davidc@nzwine.com 

Wines of South Africa:

Su Birch +27 21 825630677 or +27 21 8833860

Email: su@wosa.co.za