THE WA Wine Industry Association’s efforts to woo drinkers from outside the State has resulted in an ambitious program of development both overseas and across the Nullarbor.
Following the recent opening of its education centre in Singapore, the WAWIA has embarked on a glitzy wine tour of the east coast.
Dubbed Sip in the City, in recognition of the popular television show Sex in the City, next month’s tour of Melbourne, Sydney and Brisbane is aimed at increasing awareness of WA wines among traditional drinkers as well as broadening the appeal of the beverage to a younger audience.
WAWIA chief executive Tamara Stevens has recently returned from Singapore where the local wine industry hopes to be at the forefront of bringing wine to Asia, a region which is only just learning about wine, particularly product made outside France.
“Sip in the City is designed to take wine out of its traditional industry-based mould of exhibitions and work with consumers in the major cities at venues that are fun and accessible,” Ms Stevens said.
About 60 WA wineries are participating in the project.
The push comes at a time when the State’s winemakers have lifted production up from 7,800 tonnes in 1991 to an estimated 49,000 tonnes in 2001. The number of wineries has grown from 93 to well over 200 during the same period.
WA’s crush will exceed an estimated 65,000 tonnes by 2005.
