SA’s China vision takes flight

SOUTH Australia’s largest trade mission flies to the state’s Chinese sister province of Shandong this weekend and a local Barossa winemaker is already China-ready.

Nicole Hodgson in the Seppeltsfield cellar.

SOUTH Australia’s largest trade mission flies to the state’s Chinese sister province of Shandong this weekend and a local Barossa winemaker is already China-ready.

Historic Barossa Valley winemaker Seppeltsfield already exports large volumes of the precious liquid to China.

Now, visionary new owner Warren Randall wants to significantly increase another part of the business — bringing tourists to the cellar door.

And with China being South Australia’s fastest growing source of tourists, Seppeltsfield sees the Asian giant as the place to focus its efforts.

“We’ve been getting ourselves China-tourism ready,” said tourism and events manager Nicole Hodgson said.

“We’ve installed UnionPay (China’s main bank card system), we’ve hired a Mandarin-speaking tour guide and tasting personnel. We’ve had cultural training for all of our staff and we’re in the process of getting our tasting sheets and brochures translated into Mandarin.

“So over the last 12-18 months we’ve got all of those things behind us before going out to tackle the market.”

Seppeltsfield’s market research in Shandong and Shanghai identified a high-end epicurean experience as the drawcard, especially for the tourists aged 25-40 who are the key market segment.

The line of 100-year-old ports and ability to taste wine from the year of your birth, add prestige to the experience.

Seppeltsfield has been talking to many major airlines, especially those with direct flights from Adelaide into Asian destinations.

“Now we feel like we’re in a position to send someone like me to China to support the SA Tourism Commission and talk about our product, ourselves,” Ms Hodgson said.

“It’s the personal contact, forging relationships with in-bound tour operators. People appreciate it when you can say I’m from the actual winery.”

Ms Hodgson doesn’t expect a sudden surge in numbers or to be signing any deals. “It’s not the sort of thing that happens on the first visit, they like you to work for that,” she said.

It would take at least 12 months to make a difference in any market. Once a relationship was formed the partner company needed to work it into their business plan, advertise the product and sell it to paying customers.

Mr Randall took majority ownership of Seppeltsfield in 2013. The company spent $3 million to refurbish its cellar door and build a fine-dining restaurant, which were opened in November last year.

Seppeltsfield now attracts about 100,000 visitors a year, including many Chinese. but has capacity for more.

Ms Hodgson will join Mr Randall in China where he has already been travelling to promote wine exports.

Representing multiple sectors of the economy, more than 150 delegates from the private sector, education and cultural bodies aim to forge import and export links.

ABOUT OUR SISTER PROVINCE

Shandong Province on the central east coast of China is a crucible of culture.

The home of Confucianism, it also is rich in Taoism and Buddhist sites.

The province has nearly 100 million residents and a gross product of $US1 trillion.

South Australia’s trade mission will visit the capital, Jinan, and the major port city, Qingdao.

Jinan, settled for more than 4000 years, is an historic trading centre in agricultural products but now is a leader in high technology manufacturing.

Qingdao, known globally for its Tsingtao beer (which uses South Australian barley), has attracted significant foreign investment and is abn advanced manufacturing hub.