New World countries unite
Five competing New World countries are joining forces as the New World Wine Alliance to launch a united marketing front and share best practice. The countries are Argentina, Caliornia, Chile, New Zealand and South Africa and the alliance is being led by the five generic marketing bodies who represent each country. The aim is to give members increased momentum in the market and compete more effectively against European countries which are supported by subsidies for marketing initiatives.
They will present a combined show at ProWein in Germany in March 2010, where they will be in their own hall and will run seminars, presentations and workshops under the theme Down to Earth.