A strategic commitment to expanding its distribution footprint and building international trade relationships saw super-premium Barossa winery Torbreck Vintners named Australia’s Regional Exporter of the Year at the 56th National Australian Export Awards in Canberra last night.
Torbreck General Manager Peter Perrin said the award reflected record growth in sales, based on increasing recognition of the brand by international wine judges, media reviewers, consumers and of course the wine trade.
“We are rated among the greatest wine brands of the world, and our old vine Shiraz wines such as The Laird and Run Rig are consistently viewed as some of the finest of their style by international opinion leaders,” he said.
“This is a great acknowledgement of our 36 hard working winemakers, viticulturists, marketing and sales staff – most of whom live in the region – and our 30 Barossa grape growing families.
“Being named Regional Exporter of the Year is also a great win for the Barossa. There is no doubt that the global positioning of the Barossa as Australia’s most famous region is an advantage –no other Australian region is as well known as the Barossa in China and theUS.”
Torbreck Sales and Marketing Director Andrew Tierney said the brand had experienced incredible growth over the past few years.
“Internationally our sales have doubled in the last few years and China is a really a big part of this success,” he said.
“Our distribution partners are a key contributor enabling listings in the finest wine retail outlets, hotels and resorts, lifestyle properties, hospitality venues, and private clubs in over 40 countries as well as being served onEmirates Airlines first class flights.
“None of this has happened by accident. We’ve built a strong brand at home and abroad by being focused on showing up where the best international wines are being represented, wherever that may be.”
Torbreck Chief Winemaker Ian Hongell said that while favourable reviews of wines such asThe Laird and Run Rig have played an important role in the elevation of the brand, for him, it all comes back to the quality of the vineyards.
“There has been an increasing recognition of the provenance, quality and age of Barossa Valley vineyards, and at Torbreck we are fortunate to have access to some of the oldest vines in the world,” he said.
“As a winemaker I’m committed to paying homage to that history, and that means being uncompromising in my approach to producing premium quality wine.”
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