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Australia’s First Families of Wine celebrate Chinese launch and Savour success



Australia’s First Families of Wine celebrate

Chinese launch and Savour success

September 2013

Australia’s First Families of Wine (AFFW) have returned from their latest international journey to tell their family stories, share their wines and reinforce the premium Australian wine message.  Hosting seventeen events across seven days, representatives from the twelve families that make up the AFFW headed to Beijing, Shanghai and Hong Kong before coming home to support the domestic market as a Platinum sponsor of Wine Australia’s Savour conference, held in Adelaide last week to wide acclaim.

The move into China was aimed at engaging with the Chinese to talk history and provenance of Australia’s premium wines and iconic vineyards, an objective that was well and truly achieved with a range of media, trade and VIP tastings, food matching events and structured educational master classes.


A cracking pace was set with seventeen events over seven days; a comprehensive program in anyone’s book.  All families were extremely buoyed by the response they received and feel nothing but positivity for the opportunities in China.

“Our Chinese launch was an overwhelming success,” said AFFW Chairman, Mitchell Taylor.  “Our program was gruelling but all members rose to the challenge, telling their family history and stories whilst presenting a range of flagship wines from our iconic vineyards.  The Chinese audience was fascinated and impressed by our wines – and our tales.  The quality Aussie wine message was delivered loud and clear!”


The AFFW’s decision to advance into the Chinese market has been spurred onward not only by their own independent research and on the ground experience in the market over many years,  but also by the research being delivered by authoritative wine bodies such as Wine Australia.  Many see China as the new frontier of premium wine drinkers and AFFW has plans to return in the next 12 – 18 months. 

“We only scratched the surface in China and we plan to return in the future to continue telling our wine and family stories to a growing and curious audience of increasingly sophisticated drinkers,” Mitchell said.


And if a whirlwind international visit wasn’t enough, Team AFFW returned to Australia and headed straight to Adelaide to take up their Platinum sponsorship of the Savour Conference, hailed a great success for organisers, Wine Australia.

AFFW were the hosts of one of the flagship dinners, opening their cellars to present their flagship wines to a group of Australian and international delegates to great response.  Held at the National Wine Centre, each family told a little about their wines and shared their family tales to an appreciative crowd.

AFFW also participated in the Grand Tasting held last Wednesday at the Adelaide Convention Centre with a dedicated tasting area and over 60 of their wines on taste.

A busy program for AFFW over the last month, everyone has returned to their businesses to prepare for the busy times ahead, feeling satisfied that they have played their part in continuing to take the premium Australian wine story to wine lovers around the world – and at home.

AFFW in China 

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