The purpose of this initiative is to facilitate business development opportunities for Victorian wine exporters. As part of this program, Wine Victoria plans to host a Victorian wine stand at Wine Paris, representing eight Victorian wineries, as well as a Victorian wine masterclass.

Managed by the appointed UK agency CUBE, Wine Victoria is launching a comprehensive trade activation program aimed at key off-trade retailers, eCommerce platforms, and large on-trade venues. This program will include a range of promotional activities such as in-store sampling, featuring wines in fridges, hosting masterclasses, and showcasing wines in catalogues and online. Additional promotions will involve winemaker profiles, shelf talkers, EDMs, social media campaigns, website takeovers, winemaker dinners, and staff education sessions.

The eCommerce targets for this initiative include Virgin Wines, Laithwaites, The Wine Society, Slurp, Vivino, and Ocado. For regional independent retailers, the targets are Amathus, Lea & Sandeman, Oxford Wine Company, Tanners, and Good Wine Shop. On-premise targets encompass The Pig Hotels, D&D London, Vinoteca, Hawksmoor, Flat Iron, Malmaison / Hotel du Vin, Humble Grape, Gaucho, and The Ivy Collection.

Hosted by renowned wine industry educator, communicator and broadcaster, Joe Wadsack, this is a showcase of Victorian wine across a number of immersive events at Jimmy Garcia’s BBQ Club on the Southbank of the Thames.

The program features three distinct sessions:

• Independent Wine Merchants Buyer Lunch with The Wine Merchant magazine: Educational lunch hosted by Joe Wadsack showcasing the variety of Victoria wines matched to BBQ food followed by an open tasting of a wider range of wines.
• Trade Team Sessions with key independent retailers: Targeting 20 independent retail buyers. Format: BBQ Challenge between trade teams, creating the best food and wine matches followed by an open tasting of a wider range of wines.
• Media & Influencer Workshop: BBQ workshop teaching technique and flavour matching alongside the breadth of Victorian wine styles followed by an open tasting of a wider range of wines.

On November 7th, Joe Wadsack will host a virtual tasting with The Buyer. This interactive training session aims to engage 40 trade professionals, enhancing their awareness of Victoria and its wines while encouraging further listings through comprehensive education and national outreach.

Wine Victoria has secured media partnerships with The Drinks Business, The Buyer, The Wine Merchant, Harpers, and Decanter. In addition, we are coordinating inbound media visits with prominent journalists to enhance coverage and promote Victorian wines.