Wine Australia is holding a global Australian wine forum in September 2013, which is hopes will usher in a “new era” for Australian wine.

The event, to be held from September 15-18 in partnership with Tourism Australia,  will bring together retailers, sommeliers, distributors, winemakers and media. It aims to “build a higher value premium perception of Australian wine” as well as promoting the country’s food and wine offering.

Wine Australia’s general manager for market development, James Gosper, said: “Our global Australian wine forum is a really important opportunity to invigorate interest in and drives sales of Australian wine in the major international markets of the US, UK and China by sharing the best Australia has to offer, and delivering an unprecedented immersion into Australia’s food, wine, lifestyle and landscape.

“Our aim is to activate the trade and see more quality Australian wines on wine lists and retail shelves around the world by showcasing the nation’s diverse and world leading wines, coupled with our unique blend of culture, food and lifestyle.

“We’re currently working with Tourism Australia and our wine industry partners to develop a major campaign that will move the promotion of wine firmly into the lifestyle sector."

Gosper called on the Australian wine industry to get behind the forum in order to maximise the opportunity.

“This event is borne directly out of industry demand – a driving desire to connect with their existing and potential trading partners. From retailers and distributors through to sommeliers and international media, they will discover the Australian wine story in a real and meaningful way on our home soil – we’ll definitely be getting red dirt under their fingernails.”

The forum will cover future initiatives planned by Wine Australia, bring together trade and media partners, discuss the latest research, showcase Australian cuisine and wine and introduce a host of Australian wine experts.

Wine Australia recently signed an agreement with Tourism Australia that sees the two agencies partner from January 1, 2013 to promote wine and tourism in China, the USA, UK and Canada as well as Australia. Collectively wine and tourism contribute around AU$140 billion annually in economic value.