Wine Victoria targets China for growth
Wine Victoria has partnered with market and brand building agency Nimbility to build its presence in the Chinese market through promotional and business matching events in the country. The post Wine Victoria targets China for growth appeared first on The Drinks Business.
Wine Victoria has partnered with market and brand building agency Nimbility to build its presence in the Chinese market through promotional and business matching events in the country.
Wine Victoria is the regional body representing winemakers in Australia's southeastern state. With 21 regions, Victoria is home to more than 800 wineries and has the highest concentration of family-owned, artisan wineries in the country.
Its latest campaign aims to build awareness, visibility and reputation for the wines of Victoria, as well as increasing their overall availability in the China market.
Stephanie Duboudin, CEO Wine Victoria, described China as a "high potential yet complex market".
She said: "We firmly believe our wines will fit the tastes of the ever growing population of wine lovers who are making choices based on their own personal preferences."
The programme, running over the next five months from February to June 2025, features both new and established Victorian wine exporters including big names like Giaconda, De Bortoli, Tahbilk, Yarra Yering, Bindi and Mount Mary. Events include educational B2B experiences, a business matching roadshow and media promotions designed to engage with China’s top importers and key trade players.
The campaign will launch this February 25 with an ‘Icons of Victoria’ tasting event hosted at Shanghai’s Vic House, the Victorian Governments' showcase venue for Victorian wine in China.
In June, a B2B matching roadshow will be conducted in Shenzhen and Shanghai featuring a selection of top Victorian wine exporters looking to expand their business interests in China.
“We are really excited to be partnering with Nimbility for this campaign,” said Duboudin. “Our aim is to showcase the regional and stylistic diversity, uniqueness and suitability of Victorian wines for the China market. Nimbility’s expertise gives us the perfect platform from which to build our presence and reputation, clearly demonstrating to the trade that wines from Victoria should be a part of their offering.”
Nichole Mao, Partner and Nimbility’s Head of China had this to say: "I’m thrilled to be working with Wine Victoria to develop an exciting program of events that will cater to the needs of key wine buyers across the market. The exceptional diversity and quality that Victoria has to offer makes it a very strong category for buyers to be considering for import and distribution.”
Wine Victoria is the regional body representing winemakers in Australia's southeastern state. With 21 regions, Victoria is home to more than 800 wineries and has the highest concentration of family-owned, artisan wineries in the country.
Its latest campaign aims to build awareness, visibility and reputation for the wines of Victoria, as well as increasing their overall availability in the China market.
Stephanie Duboudin, CEO Wine Victoria, described China as a "high potential yet complex market".
She said: "We firmly believe our wines will fit the tastes of the ever growing population of wine lovers who are making choices based on their own personal preferences."
The programme, running over the next five months from February to June 2025, features both new and established Victorian wine exporters including big names like Giaconda, De Bortoli, Tahbilk, Yarra Yering, Bindi and Mount Mary. Events include educational B2B experiences, a business matching roadshow and media promotions designed to engage with China’s top importers and key trade players.
The campaign will launch this February 25 with an ‘Icons of Victoria’ tasting event hosted at Shanghai’s Vic House, the Victorian Governments' showcase venue for Victorian wine in China.
In June, a B2B matching roadshow will be conducted in Shenzhen and Shanghai featuring a selection of top Victorian wine exporters looking to expand their business interests in China.
“We are really excited to be partnering with Nimbility for this campaign,” said Duboudin. “Our aim is to showcase the regional and stylistic diversity, uniqueness and suitability of Victorian wines for the China market. Nimbility’s expertise gives us the perfect platform from which to build our presence and reputation, clearly demonstrating to the trade that wines from Victoria should be a part of their offering.”
Nichole Mao, Partner and Nimbility’s Head of China had this to say: "I’m thrilled to be working with Wine Victoria to develop an exciting program of events that will cater to the needs of key wine buyers across the market. The exceptional diversity and quality that Victoria has to offer makes it a very strong category for buyers to be considering for import and distribution.” 
