Post Conference Wrap Up: Australia Trade Tasting a Resounding Success.

Australia Trade Tasting Logo

September 7th saw Australian beverage representatives from around the country assemble at the SMC Conference Center in Sydney for the final day of Australia Trade Tasting.  Registering over two hundred attendees and hosting twenty four speakers from the US and Australia, the trade only tasting and educational conference event came to a close after moving from Melbourne over the weekend.

The event started with a traditional trade tasting in Melbourne at Albert Park Lake. Industry buyers tasted wine, beer and spirits exhibited by new and established brands from around the world. Visitors were also given the opportunity to attend Master classes where they had the pleasure of being fully immersed in the teachings of ambassadors from Cider Australia, Vins d’Alsace, and Castilla-La-Mancha.


AuTT visitors at the Australia Conference Day.

The next day, the event hosted industry leading figures from Australia who presented on current conditions of the national market as well as innovative solutions in sales, distribution and marketing.

The speaker line-up was truly one of the most impressive groupings of market makers Australia has seen come together at one event.  Natasha Rastegar (Wine Intelligence), Rose Scott (Woolworths), Glenn Cooper AM (Coopers Brewery), Stuart Gregor (Australian Distillers Association), Giuseppe Minissale (NSW Liquor Stores Association), Andre Eikmeier (Vinomoro), Kathleen Davies (Nip of Courage), Bill Lark (Lark Distillery),Tania Shirgwin (BizEez), award winning mixologist Jenna Hemsworth and award winning author Tyson Stelzer presented on an impressive amount of data and trends and visitors had a chance to network with speakers and peers alike throughout the day.


Wine Australia USA’s Angela Slade reporting on current market conditions for the Australian category in the US

The USA Conference day followed, again at the Park in Melbourne, on September 2, where USA professionals spoke on the current state of the USA industry and gave visitors an intimate look at what it means to develop a successful sales strategy.

Angela Slade (Wine Australia), John Beaudette (MHW, ltd.), Steve Raye (Bevology), Deborah Gray (BlueStone Solutions), Peter McAtamney (Wine Business Solutions), Tim Duval (DW Fox Tucker Lawyers), Patrick Maguire (Sullivans Cove), Ben von Doussa (Wine Australia), David Lipman (Hubspot), and Sid Patel ‘s (Beverage Trade Network) presentations used poignant case studies to drive home insightful looks into the inner workings of the US three tier system.

The Educational Conference ended with closing notes presented by Bonnie Harvey and Michael Houlihan, founders of Barefoot Wines, after their presentation,The Seven Sales, which outlined the various challenges that brand owners will face when securing US import, distribution and retail partners.


AuTT Trade Tasting exhibitors came from across the world.

The final day of the event took place in Sydney, where local and national buyers came to taste what exhibitor’s were showcasing for one last time.  After a week of tastings, events and unofficial gatherings, visitors and organizers alike reveled in the camaraderie that only a great event and even greater people can create.

Australia Trade Tasting and it’s organizers, Beverage Trade Network, would like to thank our sponsors, without whom the event could not have been possible.  Cider Australia, Vins d’Alsace, Wine Communicators of Australia, Wine Australia, Liquor Logistics, Wine Business Solutions, The Shout, EMDG Consulting, Wine Industry Suppliers Australia, Cargo Hound, Castilla La Mancha, Graphic Language Design, MHW, BizEez, Melbourne International Beverage Competition, Business France, Utilacor, Liquid Ideas, National Liquor News and Beer and Brewer – Many thanks to you and yours.  We look forward to working with you as we get ready for the next Australia Trade Tasting.

Australia Trade Tasting in Pictures


Australia Trade Tasting Kicks off with the Grand Tasting at The Park in Melbourne on August 31, 2015.


Andre Eikmeier, co-founder of Vinomofo, on building a healthy customer culture.


Ben von Doussa, from Wine Australia, spoke about “What To Cover In Your First 5 Minutes When Pitching Independent Retailers”


John Beaudette, CEO and President of MHW, gave visitors an-depth overview of the three tier system and the current state of the US market.


Deborah Gray presented on what US Importers want to see from Australian brands.


Tim Duval’s presentation, “Getting Paid and Managing Risk,” explored his top 3 legal tips when developing distribution and retail partners.


BizEez’s Tania Shirgwin enjoying her time at the conference before presenting, “Marketing Wineries via Digital Means.”


Giuseppe Minissale giving pointers about what independent merchants look for in supply partners.


Beverage Trade Network CEO Sid Patel takes a few moments to enjoy presentations on the Australia Conference Day.


Australia Trade Tasting is here!


It is our pleasure to invite you to ‘Australia Trade Tasting, a buyers only trade tasting and educational conference happening in Melbourne and Sydney.

Register here to get a free entry. SAVE $25 by booking online now. Tickets are $25 at the event registration desk.

Here is what you can expect at the event:

Time and Venue:
Date: Monday, 31 August 2015
Time: 12:00 PM to 6:00 PM (AEST).
Location: The Park Melbourne, 36 Lakeside Drive, Melbourne
RSVP for Melbourne here
Date: Monday, 7 September 2015
Time: 12:00 PM to 6:00 PM (AEST).
Location: SMC Conference Centre, 66 Goulburn St, Sydney, NSW 2000
RSVP for Sydney here
We look forward to having you there.

Last Week To #AuTT Conference. Don’t miss!

LAST-WEEK2We are now in our last week of registrations of #AuTT15 conference, so time is ticking away to get your passes! Don’t miss your chance to see our amazing speaker lineup in action and network with other inspiration attendees.

For the LAST TIME* we’re throwing it back to our lowest price available — $450 for an All-Access 2 day Pass! Don’t miss one of the best sales, marketing and distribution content which will help you grow your brand. Attend 1st September and 2nd September and learn about different subjects at AuTT right here in Melbourne. Learn from the founders itself at AuTT conference.

If you prefer to wire us or send us the check, use the form here. Else simply reserve your seat online.

This would be the last chance to learn from the likes of Bill Lark, Glenn Cooper, Rose Scott, Stuart Gregor, Tyson Stelzer, Michael and Bonnie and many more great speakers. Book now >>


How to Get Chinese Consumers to Focus on Your Wine Label

China is not a country with a long tradition of drinking wines, but the Chinese consumers are some of the fastest learners in the world. A design with very traditional Chinese elements, such as deep reds with golden highlights, might have worked a decade ago, but today’s well-educated and growing middle-class has access to more disposable income, are open minded, love modern lifestyle, and normally refuse to buy labels with too much traditional Chinese elements.  Instead, the average modern Chinese consumer tend to lean towards labels that are adapted from a combination of western tradition and Chinese ideals.

Australia Trade Tasting gets insight from Rachel Wang, Professional consultant German Wine Institute China Office and contributing author to WINE magazine, on consumer tendency in China.

After interviewing a few wine lovers, media, and ordinary consumers, here are some clues for you to look at that show what the average Chinese consumer is looking for.

Simple is Best


Pic 1

The Chinese identity responds well to simple symbols of respect, honor, tradition, and reputation, so it is always better to use a single letter or initial (pic 1) or a simple picture (pic 2) that embodies the theology of your brand.  Because not everyone in China has a strong language skill to remember or pronounce foreign languages, most consumers will choose the ones with simple elements that are easy to remember.  It’s easy for them to say to themselves and their friends, “Last night I tried the label with the K (or even Baron K) and it was very good,” but it’s hard for them to remember something like, the Baron zu Knyphausen Riesling from Rheingau.  The communication and education programs between sales teams and consumers is much smoother if symbols are used because the consumer can easily associate the symbols with the wine’s origin and brand story.

Pic 2.

Pic 2.

You also want to keep local tradition if the wines are from the Old World because, for Chinese consumers especially, drinking wine is like experiencing the local culture. The more traditional, the more attractive it is for the Chinese consumer (Pic 3).  Wine lovers in China will always tell you something like, “When I sip wine from Europe, I want to feel the history and the tradition.  The label is a bridge connecting the present and the past. Also, it gives the wine a perceived value. If the wine label is modern in style, such as a painting, I will think the quality is not good.”

Pic 3

Pic 3

In order to really lure the Chinese towards your label, it’s about finding a sweet spot  between representing a story and offering an easily recognizable label that they will remember and relay to other consumers.   If you aren’t an old world winery that can rely on long-standing tradition and heritage, than you need to find fun and exciting ideas that Chinese can associate with (Pic 4).  Using summer themes for white wines and roses seems to resonate well with consumers and elegant and strong branding is a good choice for most new red labels.

Pic 4

Pic 4

Never Short of Quality

In China, quality is still the foundation of any consumer favorite. Even if consumers are attracted by your label and decide to try your wine, its your wine’s quality that will ultimately show them that their purchase represents good value.  The success of any sales team is the pursuit of a growing continued buyer population. In China (besides the extremely rich population of wine collectors who can purchase on reputation for practically any price) the average consumer is a value driven consumer, so offer them a great product in a package they can understand with a story that captures their imagination.

Looking to learn more on beer, spirits or wine sales and distribution? Get involved with Australia Trade Tasting educational conference on 1st and 2nd September in Melbourne.

new_blog_headerPlease book using the below form now



Enter Your Wine, Beer and Spirits Brands Now (Entries Close 14 August)

Pavilion_TW_header_0815_1 (00000002)Capped at 100 SKU’s between wines, spirits and beer, it is a perfect area for small producers to get their brands out to the trade. Interstate producers looking to get in front of Melbourne and Sydney buyers can also find ‘The Pavilion’ section a good way to find a distributor or expand current retail distribution

Please note: Pavilion is a separate feature than you being an Exhibitor. (Suppliers are not permitted in ‘The Pavilion area’. AuTT staff will pour your brands and generate leads for you. It is a great way to showcase your brands to the buyers if you cannot make it or if you are already an AuTT exhibitor and need addition exposure.)

The Pavilion is also a very economical approach for overseas suppliers to send samples and have AuTT manage the brands. AuTT will also assist overseas suppliers interested to find importers in Australia.

Entrance to ‘The Pavilion’ will only be available to those with proven buying power and journalists.

Cost to enter – $125 per SKU per city.

Your brand will be showcased with your brand sheet which will include estimated retail price, brand pitch, technical info and your contact details. Buyers interested will also fill out a sample request form which will be then forwarded to you. No extra costs.

Frequently Asked Questions.

1) Can I submit only for one city?

Yes you can. Cost $125 per city.

2) How many bottles are needed, Where to send and when.

6 bottles per sku. We will use 3 bottles per city. We will send the sample instruction once you register. You only need to send samples to Melbourne and we will arrange shipping of samples to Sydney at our cost. AuTT will send you details on how to send samples once you complete your submission.

3) Who are the buyers?

Buyers are Australian retailers, distributors, importers and press. Thus enter your brands if you are looking to expand and grow in Australia.

4) What is the deadline?

Entries are open till we reach 100 skus. Only 100 skus between wine, beer, spirits and ciders will be accepted. Enter now to secure your spot.

AuTT_Form_Submit_NowAuTT Exhibitor RegistrationPlease contact Sid Patel on 0450 856 094 or if you have any questions.

Sneak Peak: AuTT Panelist Angela Slade from Wine Australia


Wine Australia’s North America Director and Australia Trade Tasting Panelist Angela Slade Presents, ‘Australia Today: Our State of Play and Opportunities in the Evolving USA Market.’ (Click Here for her Sneak Peak Webinar).

Angela_SladeJoin Angela as she gives us a sneak peak into the world of Australian Wine in the USA, a subject she will fully explore at the Australia Trade Tasting Conference in Melbourne, on September 2, 2015.

Wine Australia North America provides a collaborative framework for the Australian wine category to secure maximum trade, press and consumer visibility. A team of industry professionals in US & CAN are dedicated to building confidence and increasing demand for Australian wines through market insights and extensive trade education.

Click to Watch Angela Slade’s Webinar as she outlines the state of the Australian wine market in the USA. 

Australia Trade Tasting Speakers

Join hundreds of fellow winemakers, brew masters, distillers, sales people and marketers at Australia Trade Tasting Conference which is designed to inspire and empower you with sales and marketing ideas—brought to you by Beverage Trade Network Academy.

6 Reasons To Attend Australia Trade Tasting Conference

new-headerWhether you are a craft distillery, craft brewery or a boutique winery that’s just starting out, or work in sales at an importer/distributor or at an established beverage company, or simply wish to expand your skill set and gain new perspective, AuTT Melbourne is a must attend event.

Join hundreds of fellow  winemakers, brew masters, distillers,  sales people and marketers at Australia Trade Tasting Conference which is designed to inspire and empower you with sales and marketing ideas—brought to you by Beverage Trade Network Academy.

Here’s why you should attend this conference:

  1. Learn how to launch, market and grow your wine, beer or spirit brand.
  2. Reduce your trial and error time: Why experiment with your branding when you can fast-track your time to success? The experts at this event will empower you to focus on what really works (and prove to others it works).
  3. Network with marketers just like you: Imagine connecting face-to-face with hundreds of people—just like you—as you share stories, gather ideas and build relationships that last for years.
  4. Meet the speakers. Attendees will learn first-hand from presentations and also have the unique opportunity to directly engage with new industry contacts.
  5. Get your ROI by getting great content. The right conferences not only allow you to meet smart, inspiring people, but also teach you a ton — especially in skills that make you a more well-rounded professional. AuTT Conference is all about How To Do It’. We are not going to discuss where the industry is going, what are the problems – instead we are going to discuss how to make it happen and do it better.
  6. It’s in Melbourne. What a great city. The people are friendly, with everything from burger joints to swish eateries with big-name chefs, and there’s also a thriving bar scene.

National Liquor NewsOther relevant information:


Australian Craft Beer Market Update June 2015


The overall beer market in Australia continues to be challenged in volume by wine and cider, with craft beer the consistent savior, albeit off a small base and realistically large enough sustainable volumes enjoyed only by those brands with national distribution.

This is the first part of David’s (Australia Trade Tasting MC) update and outlines the general trend of craft beer in Australia for the half of 2015.  Future posts with detailed insight into the industry will be posted regularly leading up to the conference. Please check back regularly.

Australia has traditionally been a beer drinking nation, however current trends are seeing Wine equaling Beer consumption by 2018 and Cider being the overwhelming fastest growing liquor category. The growth categories in beer continue to be Craft Beer, both in off- and on-premise outlets, however the trends appears to be moving towards off-premise with consumption at home on the rise.

Craft Beer continues to see exceptional year on year double digit growth in liquor stores with 24.2% for local craft and 12.1% for imported craft value growth, from premiumisation with more consumers becoming more discerning with their choices and spend on beer. There is a real opportunity for craft brewers to work with liquor stores to drive sales particularly with events and social media. There is some PR currently for excise tax reform being driven by the Spirits Council for one volumetric tax system.

australia-mapAustralian Bureau of Statistics Beer Volume Year ended 30 June 2009-2014

  • Total Beer Volume -6.7%
  • Full-Strength Volume -7.6%
  • Mid-Strength Volume +16.7%
  • Per Capita 92.37 L p.a. -14.5%

Full strength beer remains the most popular type of beer, accounting for around 75% of all beer in 2013-14”. “Over the past decade we have seen the popularity of mid strength beer (19% of total beer consumed) grow at the expense of low strength beer (5% of total beer consumed). Between 2012-13 and 2013-14 the volume of mid strength beer increased 6.8% while full strength beer increased 0.4%. Low strength beer recorded a decrease (down 9.0%).

The volume of pure alcohol available for consumption in the form of beer increased by 1.0% and wine by 0.2% between 2012-13 and 2013-14. The volume of beer available for consumption increased 1.0% The volume of pure alcohol available for consumption in the form of Ready to Drink (pre-mixed beverages) decreased by 4.3% and spirits by 3.6% during this period. “Across all alcoholic beverages, there were 9.7 litres of pure alcohol available for consumption in 2013-14 for every person in Australia aged 15 years and over,” said Louise Gates from the ABS. “This is the lowest level since the early 1960’s.”

According to data on ‘Apparent Consumption of Pure Alcohol, Beverage type as a proportion of all alcohol from 1961 – 2014, Beer is down to 41%, all other liquor is up – Wine continues to converge to equal beer, now at 37.5% and expected to equal beer by 2018.


Get inside insight into the craft beer industry and how to position your company to succeed in the competitive marketplace at the Australia Trade Tasting Conference on Sept 1 and Sept 2, 2015.  Learn more about the AuTT Conference here.