Tasting SA: 2021 South Australia gin, spirits and beverage promotion Chengdu, China - 5th April

This event is open to South Australian spirit and beverage exporters seeking to explore distribution opportunities and raise brand awareness in China, which is experiencing growth in imported gin and spirit products. China Food & Drinks Fair is one of the largest annual food and beverage trade events on China’s trade calendar, to be held in Chengdu from 7-9 April with a huge number of buyers and distributors in attendance. The Department for Trade and Investment (DTI), will utilise the opportunity to hold three cocktail/tasting events aside the exhibition to promote South Australian gin, spirit and beverage products to key importers, distributors, retailers and media.

Background:

Since the Chinese commerce ministry announced final anti-dumping duties to Australia Wines in late March - temporary levies were collected since last November - A new export blueprint needed to be developed to sell spirits to Chinese Generation Z consumers, middle class and business elite, many of whom are existing clients still keen on Australian alcohol.

Generation Z consumers are a particularly key target given a generational shift that sees them becoming more interested in art toys and whisky rather than expensive tea collectibles and calligraphy.

Event Venue:

Venue name: 分寸音乐酒吧 (Xanadu Bar), Shangri-la Hotel, Chengdu

ACCM advised and represented South Australian made brands: Barossa Valley Brewing, Pirate Life Brewing, Red Hen Gins, Ambra Spirits and Betheone Whisky to participate in this event.

The event was opened by the Honourable South Australia Trade and Investment Minister Stephen Patterson to local more than sixty guests including local government VIps, Austrade representatives, key industry buyers and media. Great PR and warm-up to the new market.

Overall Media releases for this event: Media release warm up prior to the event:

Department of South Australia Investment and Trade Official Wechat social media account: https://mp.weixin.qq.com/s/xo_OggLIr4KRlVzrhvf3Tw Media release at major Chinese media platforms post the event
Austrade Official Wechat social media account on SA Spirits Industry: https://mp.weixin.qq.com/s/TkvGw8V0ZsPtv8dTIejw2A
Netease News – one of the most influential media, covering 400million readers a day, parent company Netease Media Group was established in 1997 with total users of 540million, a NASDAQ listed company in 2000) https://c.m.163.com/news/a/G6TO1I1I0545ARQ5.html?spss=newsapp&spssid=b62a5501c04f6ad85ac4ba542dd4bdf3&spsw=2&isFromH5Share=article
Tou Tiao – Headlines

(Toutiao is one of China's largest mobile platforms of content creation, aggregation and distribution underpinned by machine learning techniques, with 120 million daily active users as of September 2017)

https://www.toutiao.com/i6947949297321165351/?tt_from=weixin&utm_campaign=client_share&wxshare_count=4&timestamp=1617699410&app=news_article&utm_source=weixin&utm_medium=toutiao_ios&use_new_style=1&req_id=2021040616564901015107319846029872&share_token=BDD4BB65-F6C1-45B5-A34C-DA75CB742699&group_id=6947949297321165351