SA plugs credentials
The state's winemakers have launched a campaign to promote Adelaide, seeking to identify the city more closely with the state's leading wine regions, including the Barossa Valley.
SA Wine Industry Association spokesman Marc Allgrove said the state's sector produced 75 per cent of the nation's premium drops, had the country's best known wine regions and most of its highest profile wineries.
"However, when our winemakers travel overseas they have to explain where 'South of Australia' is," he said.
"We want to change the international mindset with a simple proposition so that Adelaide will be seen in the same way as Bordeaux is the wine capital of France, Florence is the wine capital of Italy and San Francisco is the gateway to the US wine country - great cities that launch visitors into international quality wine and food experiences."
Mr Allgrove said the industry would embark on a major promotion offering a special experience every day for the next year.
Delivered through iPhone and Android apps, the campaign would spotlight hundreds of cellar doors and wine bars, restaurants and cafes.
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South Australia’s winemakers have launched a major promotion to position Adelaide as the nation’s wine capital, similar to how Bordeaux is seen in France. The campaign aims to link the city more closely with leading wine regions such as the Barossa Valley and shift international perceptions so Adelaide becomes a gateway to high-quality wine and food experiences.
The campaign is being driven by South Australia’s winemakers and the SA Wine Industry Association. Spokesman Marc Allgrove is quoted explaining the goal of changing the international mindset about Adelaide and South Australia.
According to the SA Wine Industry Association, the state’s sector produces around 75% of Australia’s premium wine. The article also notes South Australia hosts some of the country’s best-known wine regions and most high-profile wineries.
The campaign will spotlight hundreds of cellar doors and wine bars as well as restaurants and cafés, and it specifically mentions linking Adelaide with leading regions including the Barossa Valley.
The promotion will be delivered through iPhone and Android apps, offering a special experience every day for the next year to showcase cellar doors, wine bars, restaurants and cafés.
Marc Allgrove says winemakers want a simple proposition so international visitors immediately recognise Adelaide as a gateway to top-quality wine and food experiences—similar to how Bordeaux, Florence or San Francisco are seen in relation to their nearby wine regions.
The campaign is designed to raise Adelaide’s profile as a wine destination, so it aims to attract more visitors to cellar doors, wine bars and local eateries. If successful, increased tourism and higher visibility could benefit those businesses by driving more foot traffic and visitor spending.
Investors interested in regional tourism or hospitality might watch the campaign’s rollout through the iPhone and Android apps, changes in visitor numbers to Adelaide and nearby wine regions, and any signs of increased demand at cellar doors, wine bars and restaurants. The core story to track is whether the campaign succeeds in shifting international recognition of Adelaide as a wine destination.
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