The South Australian Wine Industry Association has become the first major industry to adopt and use the new State Brand.
The launch of Adelaide – The Wine Capital of Australia coincides with the multi-million dollar campaign by SA Tourism to push visitors to the Barossa, which will be unveiled in June.
This Wine Capital initiative has been driven by the SA Wine Industry Association with the support of Primary Industries and Regions SA (PIRSA).
SA Wine Industry Association spokesperson and Chapel Hill chief executive officer Marc Allgrove said ‘we want visitors from the rest of Australia and overseas to know that good food and great wine is in our DNA’.
“"Any day that you land here, Adelaide welcomes you with a myriad of wine and food offerings, restaurants and cellar doors, providing aspiring board to a vast range of master classes, cooking schools, sensory tasting, vineyard walks and food production tours,” Mr Allgrove said.
"From the McLaren Vale, Clare and the Riverland to the Barossa, the Adelaide Hills, Coonawarra and Langhorne Creek, this is the food and wine lover’s capital."
Premier Jay Weatherill said the launch of the South Australian Wine Industry Association’s creative use of the State Brand demonstrates a growing number of industries and business coming on board to champion the Brand and to market themselves both at home and overseas.
“This is exactly how we wanted the State Brand to be used,” Mr Weatherill said.
“The Brand is designed to bring to mind the qualities of South Australia – a place that is creative, industrious and innovative.
“Adelaide truly is the wine capital of Australia. We are home to some of the world’s oldest vines and produce some of the world’s most iconic wines.
“Food and wine are central to the State’s identity, they form part of our enviable lifestyle and are a significant tourism draw card.”
South Australia accounts of almost 75 per cent of Australia’s premium wine production.
Not only will the Wine Capital name start appearing on international maps, the launch will spearhead a new tourism campaign – 365 Days of Wine and Food – to help visitors explore the state's 18 wine regions as well as the many wine and food attractions in the city.
Marc said the 365 Days campaign + which would feature an interactive iPhone and Android App listing the details and location of wine and food events for every day of the year + would put the spotlight on hundreds of cellar doors and wine bars, restaurants and cafés, reinforcing Adelaide and South Australia’s capital claim.
"Claiming Adelaide's rightful place as the nation's wine capital fits in closely with the State Government's focus on our premium wine and food, our clean environment and its recent collaboration with the Adelaide City Council, to create a more vibrant urban lifestyle, with pop-up bars, food vans and inner-city street 'activations',” Mr Allgrove said.