Leading academics, wine educators and journalists are set to participate in a series of seminars in what marks the first collaboration of its kind, when five New World wine-producing countries join forces at Prowein 2010.

The members of the New World grouping, represented by the generic wine marketing bodies for Argentina, California, Chile, New Zealand and South Africa will jointly present a series of seminars under the banner, Down To Earth, from Sunday, March 21 to Tuesday, March 23. Amongst the issues they will cover are sustainability, climate, terroir, as well as innovation in wine-growing, winemaking and marketing.

The five countries will also be exhibiting alongside one another in a show-within-the-show for the duration of ProWein.

The Down to Earth seminar chairs will include:
•         Renowned viticulturist and academic Prof Hans Reiner Schultz, who is the director of Germany’s Geisenheim Research Centre
•         The leading economist, wine critic and internationally published journalist Jürgen Mathäß who publishes inWeinwelt, Gault Millau Weinguide, Weinwirtschaft and Meininger’s Wine Business International
•         Felicity Carter, editor-in-chief of Wine Business International
•         Founder of the London International Wine Challenge, international judge and critic and widely published author Robert Joseph
•         Joel Payne, an editor of Wine Business International who also edits  the Gault Millau Weinguide;  and
•         Masters of Wine, Dr Josef Schuller and Lynne Sherriff, the chairman and vice-chairman respectively of the international network of the UK-based Institute of Masters of Wine.
•         Pancho Campo, MW founder of the World Conference on Climate Change and Wine.

Visitors will be able to attend the individual country exhibitions as well as collaborative presentations in a combined space dedicated to the partnership. “The configuration of the show-within-a-show is intended to give delegates an overarching sense of the common purpose linking these normally competing nations. At the same time, it has been designed to highlight what makes each one distinctive and unique,” said a spokesperson for the group.

Leading winemakers from each country will also present their national signature wine varietals to the over 35 000 delegates from 50 countries plus more than 1 000 journalists expected, that is if past experience is any indication of the likely attendance at ProWein this year. Argentina will be showcasing Malbec; California, Zinfandel; Chile, Carmenere; New Zealand, Sauvignon blanc; while South Africa will be focusing on its most widely planted grape, Chenin blanc, and its indigenous Pinotage.

The five New World Wine members have proved remarkably resilient to the ongoing global contraction in consumer spending with all currently reflecting sound export growth in key markets.

The spokesperson for the group attributed the rising exports to a capacity to respond innovatively to the recession.  “Our ability to think beyond competitive national interests and to collaborate is ample demonstration of our flexibility and long-range thinking. Our view is that by working in concert we stand a better chance of attracting market interest in the highly competitive show environment. What has also been critical to the success of our group of New World wine producing nations is an ability to provide value for money across a wide range of price points, to offer attractive and easy-to-understand packaging for wine lovers and the drive to innovate at every level.”

The spokesperson urged those interested in attending Down to Earth to register well in advance by going to the seminar website, http://www.down2earth-prowein.com/1, where details are provided in both English and German.

For more information contact:

Wines of Argentina:

Andrew Maidment

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0044 7815647429

Lis Clément Work +54 261 4235346 Int. 2. Mobile +54 9261 6829829 
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California Wine Institute:

Christine Berthold +49 (0) 421-217020
Cell phone +49 (0) 178-2170200
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Wines of Chile:

Juan Somavia (Chile) +56 9776 75086 or Michael Cox (UK) +44 (0) 7785 291503

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New Zealand Winegrowers:

David Cox +44 (0)20 7973 8079 mobile +44 (0)7974 228986
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Wines of South Africa:

Su Birch +27 21 825630677 or +27 21 8833860

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