New World wine co-operation at ProWein

Lynne Sherriff

The five countries will also be exhibiting alongside one another in a show-within-the-show for the duration of ProWein, where they will be drawing attention to the benefits and possibilities of the new wine nations under the motto “New World @ ProWein” with joint seminars, tastings and workshops.

Down to earth chairs

The Down to Earth seminar chairs will include:

• Prof Hans Reiner Schultz - renowned viticulturist and academic and director of Germany's Geisenheim Research Centre
  
• Jürgen Mathäß - leading economist, wine critic and internationally published journalist who publishes in Weinwelt, Gault Millau Weinguide, Weinwirtschaft and Meininger's Wine Business International
  
• Felicity Carter - editor-in-chief of Wine Business International
  
• Robert Joseph - founder of the London International Wine Challenge, international judge and critic and widely published author
  
• Joel Payne - editor of Wine Business International who also edits the Gault Millau Weinguide;
  
• Dr Josef Schuller - Master of Wine (MW) and chair of the international network of the UK-based Institute of Masters of Wine.
  
• Lynne Sherriff - South African born MW and vice-chair of Institute of Masters of Wine
  
• Pancho Campo - MW founder of World Conference on Climate Change and Wine

New World sales survive recession

The five New World Wine members have proved remarkably resilient to the ongoing global contraction in consumer spending with all currently reflecting sound export growth in key markets.

The spokesperson for the group attributed the rising exports to a capacity to respond innovatively to the recession. “Our ability to think beyond competitive national interests and to collaborate is ample demonstration of our flexibility and long-range thinking. Our view is that by working in concert we stand a better chance of attracting market interest in the highly competitive show environment. What has also been critical to the success of our group of New World wine producing nations is an ability to provide value for money across a wide range of price points, to offer attractive and easy-to-understand packaging for wine lovers and the drive to innovate at every level.”

Visitors' opportunities

Visitors will be able to attend the individual country exhibitions as well as collaborative presentations in a combined space dedicated to the partnership. “The configuration of the show-within-a-show is intended to give delegates an overarching sense of the common purpose linking these normally competing nations. At the same time, it has been designed to highlight what makes each one distinctive and unique,” said a spokesperson for the group.

Leading winemakers from each country will also present their national signature wine varietals to the expected 35,000 delegates from 50 countries plus more than 1,000 journalists. Argentina will be showcasing Malbec; California, Zinfandel; Chile, Carmenere; New Zealand, Sauvignon blanc; while South Africa will be focusing on its most widely planted grape, Chenin blanc, and its indigenous Pinotage.

Intervitis Interfructa, the international technology trade fair for wine, fruit and fruit juice follows Prowein from 24-28 March in Stuttgart.

To register for Down to Earth go to the website: www.down2earth-prowein.com/1.