Australia’s First Families of Wine: Heading to Vinexpo 2018 Hong Kong and the Wine Australia China Roadshow to promote premium Australian wine
May 22, 2018



Media release – for immediate release

May 2018


As part of its ongoing commitment to the promotion of quality Australian wine at home and around the globe, Australia’s First Families of Wine (AFFW) is heading to Hong Kong to participate in Wine Australia’s feature program at Vinexpo 2018, then staying on in the region to be part of Wine Australia’s China Roadshow 2018.


Vinexpo is the primary industry event for wine and spirit specialists in the Asia-Pacific region and AFFW will have the opportunity to feature new products whilst networking with importers, distributors and sommeliers worldwide and telling their vinous tales. The Hong Kong Convention and Exhibition Centre will be home for Vinexpo 2018, now in its 20th year, and will be held from May 29 to 31. Four days later, AFFW and Wine Australia continue their promotional drive with the China Roadshow 2018; a tour that connects Australian wine exhibitors with influential Chinese importers, distributors, wholesalers and media in the four key cities of Shenyang, Wuhan, Jinan and Shanghai from 4–11 June.


The recent backing of the Export and Regional support package for the Australian wine industry Australian Government’s $50 million Export and Regional Wine Support Package, along with Australia’s continued drive for global profiling, has in part resulted in Australia being named the ‘Country Of Honour’ at this year’s Vinexpo exhibition. This move sees a fivefold increase in floor space for Australian wine compared to Vinexpo Hong Kong 2016, making room for Australia’s largest ever showcase of 140 exhibitors representing over 35 wine regions. The twelve families of AFFW will be featured together, under their own banner, as part of the larger Australian contingent.


The Vinexpo ‘Country of Honour’ title presented to Australia will result in AFFW featuring extensively in the promotion of Australian wines throughout the entire program as well as having a large presence in the main exhibition hall, attendance at special networking events, a dedicated education room, a trade business matching platform and involvement in public relations campaigns and promotional activities which aim to set Australia apart from other exhibiting countries.


Among the range of educational masterclasses featuring throughout Vinexpo will be AFFW’s signature tasting, named UNLOCKED, a panel masterclass tasting featuring the wines that have put AFFW’s families on the map. Think of iconic drops like the highly awarded 2005 Tyrrell’s Vat 1 Semillon; 1999 Tahbilk 1860 Vines Shiraz; 2008 Henschke Hill of Grace and Campbells Merchant Prince Rare Rutherglen Muscat amongst the family jewels hand selected from the families’ cellar museums that will be presented to the guests attending.


Whilst a familiar concept at home, this is the first time that UNLOCKED has been presented outside of Australia. The AFFW panel will feature different generations of the families and each will share the history, provenance and stories behind their families and the wines that they craft. It’s a tasting not to be missed for anyone at Vinexpo Hong Kong this year.


Similarly, the China Roadshow 2018 will afford AFFW the opportunity to network with important Chinese importers and media, to tell their wine stories, showcase premium AFFW wines, cultivate a deeper understanding of China’s retail landscape and business culture and participate in traditional and new media opportunities, all with the ultimate aim of driving long-term brand building and export sales to China.


The timing of Vinexpo Hong Kong and the China Roadshow couldn’t have come at a better time. Thanks in part to the recent free trade agreement, Australian wine exports to China have surged from 63 per cent in 2017 to $848 million – more than the total sales to the United States and United Kingdom combined. (Source: Wine Australia) In the same manner, exports to China increased by 51% for the year to March 2018 to reach $1.04 billion, a first for exports to a single country. Bottled wine exports increased by 15%, while higher valued wine exports (wine over $10 per litre) also grew substantially. (Source: Selector Wine Magazine)


For AFFW Chairman Bruce Tyrrell from the Hunter Valley’s Tyrrells Wine (Est. 1858), the boom, which has catapulted Australia up the rankings to become the second largest importer of wine into China after France, will continue.


“China remains Australia’s largest export market and is still showing strong growth at all price points. Importantly it is growing at the higher price points. Australia is best placed to continue to grow in China as they like our styles and we are seen as a close and safe destination for tourism. Tourism gives our industry that opportunity to convert these visitors into Australian converts and have a thorough understanding of our premium wine offering.”


For more information about AFFW, head to Or follow us on Facebook:, Twitter: @AFFWine and Instagram: @affwine We Chat ID: AUSTRALIA_AFFW


Australia’s First Families of Wine: Experience is Everything Brown Brothers, Campbells, d’Arenberg, De Bortoli Wines, Henschke, Howard Park, Jim Barry Wines, McWilliam’s Wines, Tahbilk, Taylors, Tyrrell’s Wines, Yalumba




For interviews with Bruce Tyrrell, images or comment from any of AFFW please contact:

Kathy Lane, FireWorks PR, Promotions & Events
Phone: + 61 (03) 9645 5539 Mobile: + 61 (0) 419 392 183 Email:




AFFW came together as an extended family in 2009, to tell the tales and stories behind their family businesses, both here and around the world. Self-funded, the group has driven the messages of quality and provenance of premium Australian wine, sharing stories and anecdotes as custodians of some of the most iconic vineyards this country boasts. With wines made with a true sense of place and with a genuine history full of passion, innovation and provenance, AFFW is well placed to claim ownership of the ‘family’ mantle.




“Brown Brothers has been trading in China for more than 15 years. It has been a journey of discovery to see the emerging wine consumer with almost a total focus on red wine now change to a broadly- based market across generations who love and enjoy the world of wine. The interest in white wines and Sparkling now complement the demand for red. We are seeing excellent growth across our whole portfolio.”

Ross Brown, Brown Brothers


“China is our fastest growing export market and has been for the last three years. It is also our highest price export market as the Chinese market purchase our highest quality ranges in significant quantities.”

Jeff Burch, Howard Park Wines


“We currently view China as the highest potential export market for our company.”

Peter Barry, Jim Barry Wines


“China, which only 5 years ago was regarded as an emerging market, is now easily our biggest market with the number 2 market half a big. I predict that China will be a billion-dollar market on a MAT basis before the 3oth June 2018. It is growing at an annual rate of over 40% by value and volume and will continue to be a strong growth market for at least the next 3-5 years.”

Alister Purbrick, Tahbilk


“The Chinese Wine market is the fastest growing and most dynamic consumer driven wine market currently in the world. As the Chinese wine consumer learns more about wine and just how wonderfully wine pairs with Chinese food, the future is as bright as it is exciting for everyone involved.”

Justin Taylor, Wakefield Taylors Family Wine


“The long-term view that China would become a valuable fine wine market has come to fruition somewhat earlier than I expected. It is a dynamic growing and diverse market for both high quality and affordable wines and this augers well for the future. The taste preferences are as diverse as the price sale and it offers opportunities for winemakers and shippers across all aspirations.”

Robert Hill Smith, Yalumba

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