The future of Australia’s wine industry rests on its ability to promote its fine wine credentials to the world, according to one of the country’s most respected commentators.

Speaking at the conclusion of the 2010 Landmark Australia Tutorial in the Yarra Valley, James Halliday, AM, said the industry to date had not relied on “fine wine” to promote itself internationally and this was crucial to its success going forward.

Wine Australia’s 2010 Landmark Australia Tutorial brought together 14 of the world’s most influential wine experts and educators, who undertook a week of tasting and masterclasses with a view to prompting a new sense of international recognition and acclaim for Australian wine.

The event showcased more than 230 wines from across the country in 16 themed sessions presented by leading figures in the industry, with the aim of changing international perceptions of Australian fine wine.

“The Australian wine industry has worked hard to get where it is today, but we all know it is currently facing a range of issues,” Mr Halliday, AM, said.

“We must not give up on those export markets we have cultivated and it is also of vital importance that events such as the Landmark Australia Tutorial continues.  Promoting our fine wine segment is the way to go.”

The participants at this year’s Landmark Australia Tutorial hailed from a range of key markets, including the UK, Canada, United States, Denmark, Germany, China, Hong Kong, Singapore, Japan and - for the first time - Australia.

During the event, participants tasted approximately 268 years’ of vintage, more than $40,000* worth of Australian wine and were educated by 22 winemakers and presenters.

UK participant and international wine judge, Sarah Ahmed, said Landmark provided an exciting opportunity to review the varied landscape that is Australian wine “in all its glory”. 

“The bold classics upon which Australia forged its reputation and which have been, and remain, very effective ambassadors for Australia, but also an emerging generation of “quiet” wines.  We listened, we tasted and we savoured the diversity, the individuality and boldness of vision which mark out the wines of its finest regions and makers,” she concluded.

Thomas Woolrych, from Direct Wines in the United Kingdom, echoed the view that the Landmark Australia Tutorial captured the imagination of 14 individuals from around the world.

“The Australian wine industry is still working its way through its fine wine proposition, and this event is an ideal way to promote the best of the best,” he said.

Wine Australia General Manager Market Development Paul Henry said the objective of the Landmark Australia Tutorial was to create new insights and opportunities for Australia’s fine wine segment, thereby creating positive momentum for the whole of the category’s positioning and reputation.

“The aim of the Landmark Australia Tutorial is to positively engage a new generation of international wine influencers, and provoke new opinions about Australia wine,” he said.

“This event is a substantial and vital investment by Wine Australia and the broader wine industry towards reshaping the way the world views Australia’s fine wines.

“We have had tremendous support from industry representatives who gave their time to attend the event, as well as selecting some of Australia’s most historic and best wines for tasting. For an exercise dedicated to fine wine and excellence, it has still displayed the Australian hallmarks of collegiate endeavour and camaraderie.”

The Landmark Australia Tutorial 2010 has been made possible by the generous support of Wine Australia’s Export Partners – OI, Amcor Australasia, JFHillebrand, Collotype Labels and Qantas, as well as additional support from Riedel, the State Government of Victoria, Yarra Valley Australia and Daylesford and Hepburn Mineral Springs Company.

*retail value of wine as sourced by Langton’s

Please click here to download an overview of the Landmark Australia Tutorial 2010.