From April 28 to May 1, 2024, South Australia hosted an exclusive gathering of wine importers from across the globe. These influencers, integral to international wine markets, embarked on a journey through the state’s leading wine regions—McLaren Vale, Clare Valley, Barossa, and Adelaide Hills—as part of the South Australian Wine Ambassadors Club (SAWAC).
Launched in 2022, SAWAC is designed to foster export market diversification and has become a cornerstone of the South Australian Government’s Wine Export Diversification Program. This initiative underscores a strategic push to elevate the presence of local wines on the global stage. Throughout the visit, over 100 South Australian wine producers showcased their finest selections to 16 ambassadors at iconic venues like the d’Arenberg Cube, Seppeltsfield, and Mt Lofty Ranges Vineyard.
The visiting ambassadors, including newcomers from Vietnam and India along with returning participants from Japan, South Korea, and Hong Kong, represent a significant part of SAWAC’s mission to diversify and expand the markets for the state’s wines. This program has not only introduced 51 local wine brands to six new markets, resulting in over $1.37 million in local sales but also facilitated direct connections that have proven fruitful. In its inaugural year, the program helped 23 new-to-market brands achieve a first order value of over $350,000.
The inclusion of ambassadors from Vietnam and India this year opens new doors, tapping into wine markets worth $8.2 million and $9.7 million, respectively. This strategic expansion comes on the heels of SAWAC’s participation in a major international wine trade event in India last year, which has fueled the enthusiasm of participating producers like Haselgrove Wines for future growth opportunities.
With SAWAC now comprising 42 importers from seven countries within the Indo-Pacific, the program not only raises the global profile of South Australian wines but also ensures their presence in key overseas markets through various high-profile events and masterclasses.
Looking forward, SAWAC aims to continue this momentum by recruiting additional ambassadors in August 2024, potentially broadening its reach into more markets within the Indo-Pacific region. As SAWAC grows, so too does the reputation of South Australia’s wine regions as indispensable players on the world wine stage, promising exciting prospects for the local economy and wine enthusiasts worldwide.
Images by the Government of South Australia Department for Trade and Investment.
