Australian wine sets its sights on Nordic markets with series of tasting events
This month saw the successful launch of the Nordic Roadshow tastings hosted by Wine Australia where more than 700 guests tasted more than 150 Australian wines at events held in Stockholm (Sweden) and for the first time Oslo (Norway) and Helsinki (Finland).
The events were met with enthusiasm from attending trade, media and consumers, many of whom were surprised at the diversity of Australia’s wine regions.
Buyers and representatives from the Nordic region’s retailers, Systembolaget, Vinmonopolet and Alko were hosted at a private tasting of every wine on show to introduce them to new styles and varieties in the hope of increasing the presence of Australian wines on their shelves with new listings.
An afternoon tasting session for other trade and media was followed by a consumer tasting where guests met winemakers and had the opportunity to learn more about the Australian wine story and experience for themselves the quality, diversity, provenance and personality of our wines and regions.
There was high demand from trade and media for places in the Chardonnay and Shiraz Masterclasses held at all three events. Gemtree Wines’ Mike Brown, Mac Forbes Wines’ Mac Forbes, Plan B! Wines’ Bill Crappsley and Wine Australia’s Aaron Brasher all hosted masterclasses and the fully-subscribed sessions gave attendees greater insight into the world of Australian wine and prompted significant conversation on social media.
Crappsley, founding partner and winemaker of Plan B! Wines says although his wines are well established in Finland, the Nordic Roadshow helped introduce him to the Swedish and Norwegian markets.
'The enthusiasm and positive feedback was very encouraging. We feel quite strongly that opportunities will open up in Sweden and pretty confident that Norway will become part of our market.'
Wine Australia’s European Events Manager Camilla Coste is pleased with the overwhelmingly positive feedback received from both guests and exhibitors.
'It’s our hope that the Nordic Roadshow will become an annual event and a highlight of the European wine calendar. We want to ensure that Australian wine remains top of mind in these important growth markets.'
Australian wine is currently the fifth highest supplier in Sweden, Norway and Finland and has seen consistent growth in its imports during the past five years.
The Nordic Roadshow will be offered in the upcoming 2015-16 market program due to be launched in March next year.
The Nordic Roadshow events were held on these dates:
- Sweden – Monday 15 September 2014
- Norway – Wednesday 17 September
- Finland – Friday 19 September