Newly-launched South Australian Wine Ambassadors Club (SAWAC) includes three Singapore-based businesses in its invite-only network of ambassadors for promoting South Australian wine.

South Australia has just launched a new wine club. But it’s a wine circle of a different sort – rather than simply a gathering of like-minded wine-loving individuals, the South Australian Wine Ambassadors Club (SAWAC) puts together a group of international trade ambassadors whose aim is to promote South Australian wine across the world.

Launched on 28 July 2022 by South Australian Minister for Trade and Investment Nick Champion, the South Australian Wine Ambassadors Club (SAWAC) has a charter to support the state’s wine exporters and to grow demand for its wines overseas.

Led by patrons wine authority James Halliday AM and wine journalist Tony Love, SAWAC debuted with 45 wine importers in key global markets such as Singapore, South Korea, Japan, Hong Kong, India and New Zealand, each of which has committed to growing new-to-market wines, driving commercial outcomes, and raising the global profile of South Australian wine in their markets.

South Australia Wine Ambassadors Club - Seppeltsfield Road
Seppeltsfield in South Australia’s Barossa Valley is one of Australia’s oldest wineries (founded in 1851).

Among the 45 members are three inaugural Singapore-based businesses – wine importers Hai Choo Wines & Spirits and Ang Leong Huat, as well as retailer Little Farms.

The SAWAC initiative aims deliver an estimated increase of approximately 90 new-to-market South Australian wine brands across the six markets over the next two years. The four-year initiative forms part of the South Australian Government’s Wine Export Recovery and Expansion Program launched in July 2021 to offset the significant impact of the China tariffs.

“The Club is a fantastic initiative that supports the South Australian wine sector’s critical export recovery and expansion program, growing South Australia’s presence internationally in new markets,” said Nick Champion, South Australia’s Minister for Trade and Investment.

“Currently, South Australia’s wine exports are valued at $1.3 billion – accounting for 62 per cent of the total value of Australian wine exports. Whilst our wine exports are down 23 per cent by value on the previous year, volume has grown by 17 per cent,” shared Champion.

“In addition, the value of our state’s wine exports to markets outside of China have increased by 13 per cent, including growth in the United States, Singapore, Japan, and South Korea,” he added.

Highly respected wine critic James Halliday AM – he of the Halliday Wine Companion fame – revealed that he is delighted to head the four-year initiative of the South Australian Wine Ambassadors Club. “I am convinced that the elegance of South Australia’s red wines and purity of its whites will thrill importers and consumers in these key export markets, and I look forward to sharing their journey of discovery of South Australian wines,” Halliday declared.

Guess we’ll be seeing even more wines from South Australia in our part of the world very soon.

[Main image: The d’Arenburg Cube in South Australia’s McLaren Vale wine region.]


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