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Australian presence at Asian trade shows grows

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Australian presence at Asian trade shows grows
Australia was the third-top country exhibitor at the inaugural Vinexpo Asia show in Singapore from May 23 to 25. Also in May, Western Australia made its debut at THAIFEX – Anuga Asia in Bangkok. Conversely, Australian exhibitors are encouraging Asian trade buyers and visitors to hop Down Under for parallel industry events.

At Vinexpo Asia in Sands Expo & Convention Centre, statutory authority Wine Australia’s prominent location at the main entrance created an impact.

“It is great being back in market,” said Paul Turale, Wine Australia’s general manager of marketing. “We had 74 Australian wineries represented, connecting with trade and unlocking the growing opportunities from markets across Asia.”

Familiar wine regions and independent wineries reconnected with existing clients and sought new distributors. Southeast Asian countries already form a sizeable market, with higher growth expected. Some sellers also fielded inquiries on cellar-door visits and events.

Rathbone Wine Group commercial director Gordon Gebbie said: “Our brands had the opportunity to renew relationships with China; there is more dialogue going on which gives us hope for the future. We look forward to Vinexpo Asia in Hong Kong next year to address the Chinese market further.”

At THAIFEX – Anuga Asia, the largest food and beverage trade show in Southeast Asia, Western Australia’s Department of Primary Industries and Regional Development participated in the fine food section while independent meat traders beefed up Australian participation.

Australian delegations also cross-promote trade events, such as Maintenance, Repair and Overhaul (MRO). At MRO Asia Pacific in Singapore last September, the Queensland state government and exhibitor-partners publicised the MRO Australasia 2023 conference in Brisbane.

Though no correlation is implied, the May 2023 conference did well, drawing 367 attendees over two days, a 30 per cent increase from the last event in 2020. More than 50 delegates were from Asia, with attendees travelling from Hong Kong, Indonesia, Japan, Malaysia, Philippines, Singapore and Thailand.

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