China Roadshow 2019

Our Client:

Australia's First Families of Wine

Our Project:

China Roadshow 2019


Our Assignment:

Australia’s First Families of Wine hit the road in May 2019, joining Wine Australia for their annual China Roadshow.

This was the second time that AFFW had taken part in the Roadshow with Wine Australia and the third time traveling across China as a group.

The jam packed trip saw the group visit four cities across eight days, highlighted by two dedicated AFFW masterclasses to start and finish the trip.

The first was, a classic Shiraz masterclass on the opening day in Tianjin and a Mature Icons masterclass in Shenzhen to finish.

Our families presented their best wines in both the themed masterclasses and as part of the broader tasting exhibition to key media, trade and influencers in each of the four Chinese cities: Tianjin, Hangzhou, Kunming and Shenzhen.

Before setting off on their first group trip of the year, FireWorks PR prepared a media release outlining the trip and some thoughts about the Chinese market and its importance to Australia wine exports.

Our Success:

FireWorks PR put together a media release to send out just over a week before the China Roadshow.

We then went on to collate a very specific media list, ensuring our key messages were delivered to the relevant journalists and media outlets in order to maximise reach across the following media categories: news, business, agriculture, wine.


· "Wine families target China regions" in The Australian - Online & Print Friday 17 May 2019


· "Australia's First Families of Wine head to China for roadshow" in Wine Business Magazine - Thursday 16 May 2019

· "Chinese wine consumers are gaining more confidence" in the Barossa Herald - Thursday 16 May 2019

· "Wine Australia's China Roadshow kicks off tomorrow" in The Shout - Monday 20 May 2019

previous case study:

share this case study