SA wine makers launch new campaign

SA's wine industry has launched a campaign to identify Adelaide as the wine capital of Australia. Source: AAP

ADELAIDE wants to become what Bordeaux is to France - the wine capital of the nation.

The state's winemakers have launched a campaign to promote Adelaide, seeking to identify the city more closely with the state's leading wine regions, including the Barossa Valley.

SA Wine Industry Association spokesman Marc Allgrove said the state's wine sector produced 75 per cent of the nation's premium wines and had the country's best known wine regions and the majority of its highest profile wineries.

"However, when our winemakers travel overseas they have to explain where 'South of Australia' is," he said.

"We want to change the international mindset with a simple proposition so that Adelaide will be seen in the same way as Bordeaux is the wine capital of France, Florence is the wine capital of Italy and San Francisco is the gateway to the US wine country.

"Great cities that launch visitors into international quality wine and food experiences."

Mr Allgrove said the industry would embark on a major promotion offering a special experience every day for the next year.

Delivered through iPhone and Android apps, the campaign would put the spotlight on hundreds of cellar doors and wine bars, restaurants and cafes.

South Australian Premier Jay Weatherill will launch the campaign on Friday.

At the launch, Mr Weatherill said food and wine were central to the state's identity.

"Adelaide truly is the wine capital of Australia," he said.

"We are home to some of the world's oldest vines and produce some of the world's most iconic wines."

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