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Aussies interested in quality

Published:  23 July, 2008

Sales follow good practice

The Australians do not care about overtaking France in the UK wine market: their overriding concern is quality, according to Tim Sauer, communication & corporate public relations director for Orlando Wyndham, part of the Pernod Ricard Group and owners of Jacob's Creek. Sauer was attending the London International Wine & Spirits Fair last week. In an exclusive interview, he told Harpers: "The issue for us in Australia is not overtaking France, but making better and better wine. We do not see ourselves as big, high-volume producers. Our credo in Australia is making every vintage better than the last. If we do everything properly with our viticultural and vinification practices, we will achieve better and better sales." Following up with a plug, he added: "This has been the secret of the success of Jacob's Creek - quality and consistency leading to trust in the marketplace." Caxton Wines, Pernod Ricard's UK distributor, has published a Jacob's Creek branded wine booklet for consumers, entitled: Discover a New World of Wine. It aims to act as an educational guide with information on how wine is made, food matching with recipes and recognising varietals.