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New World Wine Alliance Formed

Five competing New World wine-producing countries, Argentina, California, Chile, New Zealand and South Africa have formed a New World Wine Alliance and will take part jointly at Prowein next March – a world first for the wine industry.

The unusual step of competiting countries launching a unified marketing front is aimed at giving the alliance “increased momentum” in the marketplace, said the alliance.

The five members have continued to grow exports despite the global credit crisis and believe that by working together they stand a better chance of competing against EU countries, which are supported by subsidies for marketing initiatives.

An alliance spokesman said: “Although we remain competitors, we believe the potential exists to further advance the New World’s share of the global wine market by sharing best practice. We have already benefitted from each other enormously by exchanging viticultural and cellar research as well as innovations in packaging, marketing and logistics.”

The five generic marketing bodies representing the five New World alliance partners are leading the initiative and are optimistic about the initiative and believe their combined efforts in promoting the New World as a premium source of wines and as a network of innovation, will generate worldwide interest amongst media and trade at ProWein.

The New World Five have succeeded in building their wine trades on the back of aggressive branding, by demystifying wine and thus attracting new consumers; by playing up regional strengths and unique features; focusing on technical, packaging and marketing innovation while giving increasing accent to sustainable wine-growing and wine production.

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