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Ultimate Winery Experiences Australia Toasts New Member

May 17, 2014 Destination Global No Comments Email Email

The Lane Vineyard in the Adelaide Hills of South Australia is the latest winery to join the Ultimate Winery Experiences of Australia (UWEA), a consortium of award-winning wineries offering unique wine experiences, food and wine matching, wine education and gastronomy in spectacular locations.

Just 20 minutes from Adelaide and 3km from the historic German town of Hahndorf, The Lane is a vineyard with a state-of-the-art winery, restaurant and cellar door and is home to the Edwards family who grow every grape and make every drop to bring the beauty of their vineyard into your glass of wine.

The environmentally responsible small batch winery is one of the newest in Australia producing outstanding single vineyard wines.

The Lane offers a number of tours and experiences, all of which are commissionable to the travel trade, including a 1.5 hour ‘A Sense of Place Tour and Tasting’ for $100 per person, the 2.5 hour ‘Enter the Land of the Long Lunch’ experience for $120 per person, the one-hour ‘Remarkable Story Helicopter Tour’ for $960 per person or the fabulous two-day ‘Adelaide Hills Ultimate Country Escape’ for $1,340 per person.235483_num755259_600x600

Launched a year ago, UWEA is a Tourism Australia-backed initiative that aims to raise the profile of Australia as one of the world’s leading wine tourism destinations and promote it to key international markets in Asia, North America, UK and Europe as well as Australia and New Zealand.

UWEA was launched after research revealed that visitors to Australia actually ranked the destination as number three after  France and Italy for quality food and wine experiences.

Twelve months on the consortium boasts 14 members across five states including The Lane in Adelaide Hills as the newest member; Wyndham Estate and Audrey Wilkinson in the Hunter Valley; Moorilla Estate and Josef Chromy from Tasmania; Leeuwin Estate and Voyager Estate from Margaret River; De Bortoli and TarraWarra from Yarra Valley: Montalto on the Mornington Peninsula; Jacob’s Creek and Seppeltsfield from the Barossa Valley; d’Arenberg from McLaren Vale and Penfolds Magill Estate, also from Adelaide Hills.

In addition to acquiring new winery members, since its launch UWEA has established a content-rich website at www.ultimatewineryexperiences.com.au, a  comprehensive suite of packaged experiences available year-round and commissionable to the travel trade, a consumer brochure in English and Chinese and an Aussie Specialist online product training module for retail travel agents.

In addition, Sally Cope has been appointed as UWEA’s new Executive Officer charged with expanding the group and promoting the wine trails to an international market. An experienced travel industry professional, Cope was previously Director of Sales and Marketing at Anthology, owners of wilderness resorts around Australia including Ikara Safari Camp in the Flinders Ranges and Wildman Wilderness Lodge in the Northern Territory, and General Manager Sales at Voyages Hotels & Resorts.

“Our winery members are offering more than wine tastings and bottles of wine to purchase. Most are offering a complete tourism experience with great restaurants, fabulous places to stay, tours and some really good behind-the-scenes winery experiences,” Cope said.

“We aim to be the travel trade’s primary resource for all things winery tourism in Australia and we are here to provide advice, introductions, create bespoke itineraries and really showcase that ‘wow’ factor for Australian winery experiences.”

During the Australian Tourism Exchange (ATE), UWEA is launching a range of new wine trails showcasing a range of easy-to-follow itineraries and suggestions on how to combine the winery experiences. The travel trade will be able to incorporate these wine trails into existing Australian itineraries to key cities, many of which are jumping off points for wine trails.

Wine is the latest tourism experience to be included under Tourism Australia’s ‘Best of Australia’ banner – joining Great Golf Courses of Australia and Great Walks of Australia launched last year and its Restaurant Australia campaign.

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