Feature
Issue No. 3 - December/ 2001/january
National Wine Centre
Years before Australian wines had the global success they now enjoy, the wine industry agreed that a central marketing focus would be advantageous to offset the wide geographical spread of wine regions throughout Australia and the similar scattering of industry organisations.
Wine industry leaders concluded that a national centre needed to be both a wine tourism destination directing visitors out into the regions, and a base for all the industry’s bodies and organisations. The National Wine Centre (NWC) has achieved just that and in doing so is the only wine centre of its type in the world.
The NWC’s Board is made up of wine industry leaders, including the presidents and past presidents of the state wine industry associations and representatives of the national bodies. This means principal industry players have set the direction for the NWC. The focus is firmly on enhancing Australia’s wine industry in a creative and practical manner—that is, self-funded. tate and Federal governments supported the cost of building the NWC ($24.7 million) and an additional $5 million in industry donations paid for the fit-out, exhibition, vineyard and other initiatives supporting the NWC’s operation.
The NWC has been designed and promoted as a total wine experience and gives visitors the opportunity to enjoy the diversity and quality of Australian wines in a number of exciting ways. A state-of-the-art interactive exhibition presents a collection of more than 170 sites. The experiences educate visitors about every aspect of winemaking—visitors can even try their hand at blending their own ‘virtual’ wine.
Kelly’s Tasting Gallery offers visitors the chance to put their new-found knowledge to the test. The Tasting Gallery also features a regional showcase promoting individual regions. All tasting wines are available for purchase from both the retail outlet, and de Castella’s cafe-style restaurant ove...
