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Debut New World collaboration at ProWein declared a success

Published:  22 April, 2010

The five member countries that collaborated under the Down to Earth@ProWein banner at the ProWein trade show in March, will repeat the partnership next year after it was declared a success.

The show which was held in Düsseldorf, Germany, saw generic wine-marketing bodies for Argentina, California, Chile, New Zealand and South Africa working together for the first time to present findings on common themes such as eco-sustainability and marketing.

Wines of South Africa, chief executive officer, Su Birch, said members drew capacity crowds and long waiting lists to their joint in-depth series of lectures, panel discussions and tastings.

Speakers included; Prof Hans Reiner Schultz, director of Germany's Geisenheim Research Centre, economist and wine writer Jürgen Mathäß, and Dr Josef Schuller and Lynne Sherriff, the chairman and vice-chairman respectively of the of the Institute of Masters of Wine and UK wine writer, Robert Joseph.

California Wine Institute spokesman, Paul Molleman said: "Our California wineries were very happy to see the overwhelming interest in the Down to Earth seminars, where there was standing room only. I am positive this has contributed greatly to the knowledge of and interest in New World wines, not only in Germany, but around the globe."

Birch said: "We were enormously gratified that the concept resonated so well with delegates and we were able to inspire and delight such a diverse audience."