New marketing initiative for Australian wine

It is hoped that this will become an annual event and develop into the “world’s most sought-after wine educational experience”. This year’s invitees, from Canada, China, Finland, Germany, Hong Kong, Ireland, Japan, Singapore, UK and USA, were chosen from an initial list of over 4,000. The 2009 seminar will be led by Michael Hill Smith and Andrew Callard, assisted by Brian Croser and James Halliday and the approach has been described by AWBC as “a sea-change about how people perceive Australian wine”.