The South Australian government and Wine Australia have joined forces with British wine retailer Majestic to launch a new promotional campaign.
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The new promotional promotion runs from September 15 to 28 and will be available online and in Majestic"s physical stores, encouraging customers to explore wines from South Australian regions such as McLaren Vale and Barossa Valley, as well as from wine producers such as Royal Orchid Chateau, Kimberley Winery and Double Palm Winery.
Majestic has had a very successful year in Australian wine, doubling its Australian wine sales in 2020.
Majestic Australian Wine Buyer, Master of Wine Beth Pearce said: "Since we refocused on Australian wines earlier this year we have seen strong sales growth of over 150% as we did in the first few months of 2020. It's fantastic to see the enthusiasm our customers have for Australian wine, especially in the face of bushfires and coronavirus.
South Australia is an appellation with a lot to discover and their wines have some very fascinating stories to tell. It's fantastic to work with suppliers from across the region to find new audiences and appreciators across the UK. As the UK's largest specialist retailer, we are proud to be able to help our customers, colleagues and suppliers continue to build on this passion.
Australia has been very focused on China as a new major market over the past few years, but a series of diplomatic disputes between the two countries have cast a shadow over the prospects for Australian wine exports in China, bringing attention back to traditional markets such as the UK.
As General Manager of Wine Australia's UK and Europe region, Laura Jewell says: "More Australian wine is shipped to the UK than to any other country and Australia is the leading producer of off-trade wine in the UK, with a 23% market share.
Partnerships like this help us keep the momentum going and send the message to consumers that Australian wine is diverse, vibrant and exciting.