Twelve of the most celebrated family names in Australian wine have come together to form a global marketing initiative that will aim to boost the success of Australian wine on the global market.
Officially launched today by Federal Minister for Agriculture Fisheries and Forestry Tony Burke, at the Sydney Opera House, the initiative will aim to raise awareness about the “real character and characters” of Australian wine.
The collective 12 members of the group represent Australian regions across four states and together own more than 5,500 hectares of Australia’s finest vineyards. They include Brown Brothers (Victoria), Campbells (Victoria), d’Arenberg (South Australia), De Bortoli (NSW), Henschke (South Australia), Howard Park (Western Australia), Jim Barry (South Australia), McWilliam’s (NSW), Tahbilk (Victoria), Taylors (South Australia), Tyrrell’s (NSW), and Yalumba (South Australia).
Inaugural chairman of the Australia’s First Families of Wine, Alister Purbrick of Victorian winery Tahbilk—himself a fourth generation winemaker—said all of the companies had a common goal.
“While as family winemakers we all value our independence, we do share a common vision—that Australian wine can take on the world’s best and win,” Purbrick said. “There have been some recent stories on the subject of Australian wine quality that we all believe, to put it bluntly, are complete rubbish.”
“If there is a collective of families anywhere in the world combining such character, such heritage, such personality and such great wine as this one we have yet to see it and we doubt we will.”
“Although the Australian wine industry has achieved great success over many years and continues to dominate the UK wine market as the number one wine importer, the AFFW recognises the need to continually evolve and keep ahead of our competitors.
“The wine industry’s exports to the UK and US are declining in overall value and price per litre. Competing purely on price is not sustainable and is not a long-term competitive advantage. The AFFW will showcase the passion, quality and character of our wine brands that can compete against the world’s best and win.”
It’s planned that the AFFW plans will gather together on occasions throughout the world to create a united front to show the “spirit of Australian winemaking is alive and well”.
As well the a new AFFW logo will be used on selected bottles of each winery’s best known wines with plans to launch the initiative into the European market in May next year.