Uncorking Success: Wine Victoria Satellite Event in Shanghai

A New Vintage of Opportunity for Victoria’s Wines

On August 23, 2024, the Vic House in Shanghai became the stage for a dynamic showcase of Victoria's finest wines at the Wine Victoria Satellite Event. This exclusive gathering combined two expert-led masterclasses with a walk-around trade tasting, drawing 98 buyers, distributors, and industry professionals from across China. The event facilitated valuable connections between 21 wineries from Victoria and key figures in China’s wine sector, creating a platform for future collaborations and partnerships.

A Toast to Partnership: Collaboration with Wine Victoria

The success of this event owes much to the strong partnership between our team and Wine Victoria, the driving force behind the participation of the wineries. Wine Victoria’s support was critical in ensuring that the event was not only an exhibition of fine wines but also an opportunity for business growth and international expansion. Their expertise and commitment helped forge a connection between Victoria’s winemakers and potential business partners from the Chinese wine industry.

The Perfect Blend: Key Highlights of the Event

Designed with both education and networking in mind, the event featured two expertly curated masterclasses. These sessions provided deep insights into the unique terroirs of Victoria, allowing participants to explore the nuances of the state’s wine production. The walk-around trade tasting complemented this by offering a more informal setting for buyers to interact with winemakers, discover new wines, and discuss potential partnerships. The event attracted 98 buyers, distributors, and industry professionals from Shanghai and the surrounding regions. Ten exhibitors represented 21 wineries from Victoria, showcasing the impressive diversity and quality of the state’s wine portfolio. This diverse turnout highlighted the strong interest in Victoria's wines and set the stage for future business opportunities.

Raising the Glass to Challenges and Triumphs

One of the main challenges leading up to the event was curating a list of relevant and high-calibre buyers for the trade tasting. With so many wine events happening in China, it was crucial to ensure that our buyers were not only interested in exploring new wines but also keen on establishing lasting business relationships. To overcome this challenge, we engaged deeply with our local industry partners and leveraged our own networks to personally invite the right buyers. This outreach led to us contacting 300 potential participants, from which nearly 100 attended the event, a testament to the effectiveness of this targeted approach.

Savoring the Lessons: Insights from the Event

The event confirmed the unique value of in-person wine events in the Chinese market. Participants spent an average of 2-3 hours engaged in discussions, with many expressing interests in long-term partnerships. The pre-event introductions and post-event networking sessions emerged as key factors in fostering meaningful relationships and setting the stage for future collaborations. The event demonstrated that combining structured interactions with informal exchanges is essential in driving business outcomes. Moving forward, we plan to incorporate even more informal networking opportunities in future events, maximizing interaction between buyers and wineries and enhancing the potential for long-term commercial success.

A Corked Bottle of Opportunity with Brand Catalyser

The Wine Victoria Satellite Event was an undeniable success, fostering valuable connections between Victoria’s wine producers and the Chinese market. The blend of educational content, structured trade tastings, and unstructured networking provided an ideal platform for promoting Victoria’s wines while simultaneously forging lasting business relationships. This event demonstrated the power of collaboration and thoughtful event design in tapping into new markets and expanding international trade opportunities. Looking ahead, Wine Victoria’s efforts in supporting local wineries, paired with the lessons learned from this event, will continue to yield fruitful results as they work to strengthen Victoria’s presence in China’s growing wine market.

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