Wirra Wirra targets Asia as region enters 'new chapter' for wine

McLaren Vale wine producer Wirra Wirra has announced it will expand its focus on Asian markets as factors like “provenance, craft and story” become increasingly important to the region’s consumers.

Asia enters 'new chapter in premium wine appreciation', says Wirra Wirra CEO

“We see Asia entering a new chapter in premium wine appreciation, where provenance, craft and story carry as much weight as scores and brands,” said Matt Deller MW, CEO of Wirra Wirra.

The Australian wine producer, which owns boutique wineries Ashton Hills Vineyard and Hahndorf Hill Winery, has partnered with brand building agency Nimbility to act as the Asia export and brand management partner for this portfolio.

Founded in 1894 and relaunched in the late 20th century, Wirra Wirra is best known for its Church Block red blends. The McLaren Vale producer operates under the leadership of Matt Deller MW (ex-Villa Maria, TOR, Constellation Brands) and Emma Wood (formerly senior winemaker at Penfolds).

Its Ashton Hills winery, based in the Piccadilly Valley, is a pioneer of Australian Pinot Noir available strictly on allocation. Hahndorf Hill is a Grüner Veltliner specialist from Adelaide Hills that has sought to redefine Austrian varietals in Australian terroir.

Deller said of the partnership with Nimbility: “This is the perfect time to share Church Block’s heritage, Ashton Hills’ rare Pinot Noirs, and Hahndorf Hill’s pioneering Grüner Veltliner with collectors and trade who are seeking wines with real personality and a strong sense of place. Partnering with Nimbility allows us to match that demand with tailored market strategies, so our wines are placed not just in more venues, but in the right venues, with the context and storytelling they deserve.”

From this month, the two companies will work closely to deepen distribution, elevate visibility and further build on each winery’s reputation across key Asian markets.