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Australia, the magazine : Australia, the magazine
wine trail 58 the 2010 vintage: unique and boutique AUSTRALIA'S WINE REGIONS ARE RISING TO NEW CHALLENGES. BY WINSOR DOBBIN Australian wine producers have punched well above weight when it comes to sales at the mass market end of their business. But a wine glut has meant an end to that and ironically, it may well be the saving of Australian wine. As British wine writer Andrew Je ord says: "Consumers and international media are looking for a new start [from Australia]. ey want delicacy and nesse on the outside of Australian bo les, as well as on the inside. ey want to know about the places where Australian wine comes into being, and how those places di er from each other. ey want reassurance that Australian winemakers are serious about creating ne wines which express a sense of place rather than ex winemaking muscle. ey want to taste Australian wines which harmonise with and support ne dining experiences." e continent has extraordinary variety in soil and climate. And, thanks to partnerships and investment, a deep well of talent among its producers. Now, premium wine regions like the Margaret River, Yarra Valley, the Hunter and the Adelaide Hills are set to become the marketing focus of a major campaign to re- instate Australia at the head of the list of the world's wine-growing nations. As the industry adapts, family-owned wineries are leading the charge with new, more scarce but higher quality brands commanding a premium price and be er space on retail shelves. Around 80 percent of Australia's 2500 wineries crush 250 tonnes a year or less, pu ing them squarely in the boutique category. Paul Henry of the Australian Wine and Brandy Corporation, has the job of promoting Australian wine overseas. He says: "We are focusing on our ne, regionally-speci c, high-quality wines to get our message across." Winemakers agree Australia has to move away from the "sunshine in a bo le" image, with Bruce Tyrrell from Tyrrell's Wines and Steve Webber from De Bortoli Yarra Valley both saying it is important for people to look for the di erent characters in wines from various regions. " e world is looking for wines that re ect and taste of where they are from -- and that is certainly the case with Hunter wines," says Tyrrell, who grows vines in the Hunter Valley, the oldest wine growing area in New South Wales. De Bortoli's Webber points to the di erences in Victoria's Yarra Valley. " ere is a wide diversity in avours that even a single region can produce," he says.