Australian Wine Discovered Trade Specialist Program
2020-21

Mainland China

In financial year 2019–20, Wine Australia successfully certified 195 Australian Wine Trade Specialists in the categories of importer/distributor, retailer, on-premise, and sommeliers. 

Wine Australia will continue to expand our Australian Wine Discovered Trade Specialist Program in the 2020–21 financial year by both renewing the existing trade specialists and certifying more businesses and individual sommeliers who can demonstrate commitment and expertise in Australian wine.

Those who adopt our marketing and brand strategy to actively promote and/or sell premium Australian wines, will have the opportunity to become an Australian Wine Discovered Trade Specialist (Specialist). Certified entries were announced on July  152020.

View the Trade Specialists 2020-2021

 

Benefits of becoming a Specialist

  • Ability to use the Australian Wine Discovered Trade Specialist title and logo as agreed and outlined in the style guide and be awarded with the bespoke ‘Specialist’ certificate.
  • Exposure and promotion from Wine Australia, including listing on our official social media accounts of Weibo and WeChat.
  • Exposure from Wine Australia, including listing on our official website and WeChat mini program for twelve months.
  • Access to training and tastings and other suitable Wine Australia events as prioritised guests.
  • Support for your Australian wine promotional activities as resources allow.
  • When requested, introduce certified sommeliers to third party Australian wine tasting events.
  • When requested, introduce certified Trade Specialist importers or distributors to individual educators hosting Australian wine classes, for potential exposure of Specialist's Australian wine brands.
  • Promote Australian wine events organised by Specialist on Wine Australia official social media accounts upon request (note: such information must be provided to Wine Australia team 10 days in advance)

Selection Criteria for new Specialist Applicants

It is required that all the new Specialist applicants satisfy/provide the following information to Wine Australia:

1. Currently legally or officially import/represent/sell/promote wines from a minimum of 2 Australian wineries/wine brands, the quality and the reputation of the wines from the Specialist include:

  • private label and bulk wine are excluded
  • export only brands will be considered but subject to Wine Australia sole discretion
  • whether Wine Australia is satisfied that the brand (including the label) to be promoted by the relevant party has a well-established presence in Australia
  • whether they have received any ‘high ratings’ from reputable wine press, such as Wine Advocate, Decanter, or James Halliday;
  • whether they have been the recipient of any wine press awards, such as Decanter Award; and/or
  • whether they have been the recipients of any silver or gold (or higher) medals at a wine show of an Australian state 
  • any brand or wine represented by the specialist not deemed eligible by Wine Australia for inclusion in this Trade Specialist program may be excluded at Wine Australia’s sole discretion

2. Actively promoting and/or selling Australian wine, consistent with Wine Australia strategy and objectives.

3. Provision of your Australian wine portfolio by the end of April 2020, including ALL the brands you represent/sell, and your sales channel and area coverage in Mainland China.

4. Actively promote Wine Australia activities in China to your Australian brands if it matches your marketing strategy and objectives.

5. Actively participate in Wine Australia activities and promotions as necessary.

6. Actively follow and interact with Wine Australia official social media platforms to promote Australian wines.

7. Willing to receive/subscribe Wine Australia e-newsletter or messages on Australian wine updated information, official Wine Australia events in China market, and their party industry events.

Wine Australia welcomes you to nominate any individuals or businesses that you think are actively promoting Australian wine in mainland China and deserving of participation in this program.

Contact

For more information about the Australian Wine Discovered Trade Specialist Program or to nominate any individuals or businesses for the program, please contact Ms Jessie Qian on china.events@wineaustralia.com.


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