Nuance Australia partners with wine consortium

By Kevin Rozario |

The Nuance Group Australia has sealed a deal with the consortium, Australia’s First Families of Wine, to exclusively showcase their products at its SYD Duty and Tax Free departures store at Sydney Airport.


AFFW was created in 2009, by 12 family-owned Australian wineries and all 12 will be featured in a permanent, AFFW-branded feature wall in the departures store adjacent to the aged and rare offering in the wine section.


The winemakers are: Brown Brothers, Campbell’s, De Bortoli, D’Arenberg, Henschke, Howard Park, Jim Barry Wines, McWilliams, Tahbilk, Taylor’s and Tyrrell’s, and Yalumba.


The feature wall will be regularly rotated to showcase recent releases, limited editions, exclusives and museum releases as they become available. The wall incorporates both printed material and a digital display delivering custom content, including background on the 12 families and information on the wines, their production and provenance.


Nuance Australia, which serves 27 million travellers annually, says it plans to have a permanent AFFW presence in each of its airside stores in Australia including Melbourne, Brisbane and Perth, supported by in-store promotions, tasting and theatre in cooperation with the 12 families.



The deal with AFFW is one strand of Nuance’s wine strategy to deliver premium Australian-made wines with appeal to target customer groups including travellers from China and South-east Asia, as well as to Australian wine connoisseurs.


Raelene Johnson (left), Buying and Merchandise Director, The Nuance Group Australia says: “Nuance has had tremendous success with the wine category over the past few years. The category grew by over 40% since 2009 and this shows no signs of slowing down.”


“For several customer groups we see even greater opportunity. For Chinese and South-east Asian customers, for example, we deliver a high-end shopping environment with a guarantee of authentic, premium products.


“For Australians who appreciate fine wines, we provide them with an interesting, changing offer which delivers varietals and products they can’t easily find in the domestic market, at a good price.”


Mitchell Taylor (right), Managing Director of Taylor’s and Chairman of AFFW, adds: “Travel and tourism is an important way to spread our story. This partnership with The Nuance Group Australia really is fundamental to building the awareness of Australia’s world class wines and recognition of Australia’s First Families of Wine internationally.”

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