Lisa McGovern, Director – UK/Ireland/Europe for Wine Australia, spoke enthusiastically about the programme, saying:
“This was not just about driving sales for a few months, it was about reaching out to the trade and consumers to show the quality and value that can be found in our diverse wine regions. We are delighted with how the independent sector embraced the activity, and we will be building on this success in the coming year with similar educational initiatives.”

Winning businesses

Corks Out
SH Jones
The Harrow at Little Bedwyn
Soho Wine Supply
Geronimo Inns
Selfridges
Radisson SAS Hotel
Ely Wine Bar
O’Donovan’s Off Licence
Oddbins – Wardour Street, London

Criteria for judging

Key performance indicators used to rate the effectiveness of the programme included:

Participation in staff training
Merchandising and promotion
% increase in average bottle price from Australian wines
% new listings of regionally distinct wines from Australia
Total sales achieved on regional Australian wines