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The Aus-thentic experience

Published:  23 July, 2008

Paul Henry, general manager of Wine Australia, introduces the 2006 Australia Day Tastings, Authentic Australia': It is every country's desire to populate the wine market with democratising brands, as well as compelling reasons to trial and trade up. The search for a profitable mix that uniquely balances accessibility with interest is a challenge, and one that Australia seeks to deliver above all other categories. It
can do so by representing itself as a broad and inclusive producer that seeks to champion quality and excitement, whatever the price point. That is what is meant by Authentic Australia.

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