Local wineries showcased at French wine trade museum

TWO local wineries are among a selection of Victorian wineries to be featured at the world’s largest wine museum in France, with the aim of highlighting the state’s reputation as a premium wine producer in an initiative supported by the state government. Victorian Minister for Economic Growth and Jobs, Danny Pearson, has announced a partnership with the iconic La Cité du Vin trade museum in Bordeaux, France, where Brown Brothers of Milawa and Chambers Rosewood Vineyards of Rutherglen will be joined by Ten Minutes by Tractor, William Downie, Bests Great Western and Yarra Yering at the major tourist attraction, which welcomes more than 400,000 wine lovers every year. The wineries on show from Yarra Valley, Mornington Peninsula, Gippsland, Grampians, Rutherglen and King Valley, were chosen to show the diversity and vibrancy of the wines produced in Victoria's $9 billion wine industry. Brown Family Wine Group is showcasing its Innocent Bystander Moscato 2022, Brown Brothers Patricia Cabernet Sauvignon 2018 and Brown Brothers Patricia Shiraz 2019 at La Cité du Vin. The wines will be displayed for up to a year, accompanied by brand and product information, and will be periodically used for tastings and events for visitors. The initiative was launched on February 13 and 14 when global wine industry professionals including buyers, importers, wine merchants and hotel and catering representatives gathered to learn about the regions and taste the Victorian wines. The launch followed Wine Paris & Vinexpo Paris 2025 held on February 10 to 12, where Victorian wines were also celebrated on a global stage. The event brings together about 4500 exhibitors from 50 countries and this year drew record attendance, with over 52,000 people coming through the doors over three days. Brown Family Wine Group general manager winemaking and supply chain Joel Tilbrook, who attended Wine Paris Vinexpo 2025, said the La Cité du Vin exhibition complemented the group's growing reach into the European market. He said while the Brown Brothers brand, its history and reputation enjoyed great recognition in the domestic market, it was something they wanted to extend into the broader global market. "We've been quite a domestically focussed business over the last 10 years or so, and as we continue to grow over the next five years within our strategic plan, export plays a fairly significant role," he said. "We are being quite selective and targeted as to which export markets we are focussing on and what opportunities we want to take, so we can support them well and drive some significant growth. "Wine Paris was an opportunity for us to both showcase our wines to the general trade who visit the show, and meet with key distribution partners and contacts to build export growth going forward. "We had several meetings across three days with key customers and distribution partners in the UK, Canada, broader Europe and Asia, including South Korea. "Because it's a global event, it's also a really good opportunity to see the world of wine all in one place and to get an idea of what other people are doing from a varietals and an innovation perspective." Mr Tilbrook said masterclasses were also run through Wine Australia which included Brown Brothers wines, providing broader education to people at the event. As part of the two-year partnership between Victorian State Government and La Cité du Vin, other Victorian wineries will have the chance to be displayed in the future.

Local wineries showcased at French wine trade museum

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