North America activations
WESTERN AUSTRALIAN WINE COMPETITION: US Sommelier Competition + Trade Masterclass + Consumer Event
ABOUT: WA WINES TO THE WORLD, in partnership with Botrytis Consulting, will execute a national sommelier competition in the United States in the Summer/Fall of 2024. This represents an exciting opportunity for Western Australian brands currently being distributed in the US.
This activation is being project managed by Jane Lopes and Jonathan Ross of Botrytis Consulting - US-based Australian wine ambassadors, Master Sommeliers, educators and events management consultants, as well as co-authors of How to Drink Australian (released August 2023 to glowing reviews globally).
Format comprises:
Online qualifying theory exam for any wine professional in the US (who can travel to finals in Houston, Texas).
6-12 in-person finalists for tasting and service portions.
Consumer and industry audience for finals, with tasting of WA wines.
Masterclass for the trade.
OBJECTIVES: This activation will create demand for WA wines in the US at the source: with wine buyers and their consumers. Sommeliers across the US will actively engage in studying WA regional wines to qualify for the competition. Consumers will attend the competition finals and have opportunities to taste and buy wine. The winner of the competition will spend an immersive week in Margaret River, creating a life-long ambassador for the region and for Western Australia.
AUDIENCE: An influential audience of sommeliers from across the USA, as well as Texas trade and consumers.
ELIGIBILITY: WA producer requirements:
Be a paid up (APC) member of Wines of WA for the current financial year.
Have wines imported into the US market (distribution in Texas is encouraged, but not required).
Pay USD $500 entrance fee, and provide up to 12 bottles of wine (delivered to Texas), across 1-4 SKUs (find more details about SKUs in registration form).
COST TO PARTICIPATE: USD $500 per producer.
OPPTIONAL ADD-ON ACTIVITY: Participating producers have a further opportunity to submit wines to showcase on a dedicated Western Australian table at the TEXSOM Conference, which will be held in Dallas from August 25 – 27, 2024 (preceding the competition in-person finals in Houston on August 28). We have secured a table (with an option for a second) at the well-attended Expo Trade Tasting session to showcase 6 wines. This is a great opportunity to get wines in front of TEXSOM's very influential national audience of sommeliers and key industry experts. Cost to participate is USD $200 per wine.
TIMING: Producer registrations closed 31st March, 2024. Other important dates as follows:
Promotion to US sommeliers starts 8th April. See online registration
National online competition - 10th June.
TEXSOM Conference in Dallas, TX - 25th-27th August (optional add-on activity)
In-person finals in Houston, TX - 28th August.