Ambassador for wine appointed in the UK for the first time

Former sommelier, now wine consultant and author, Bert Blaize has been appointed the first NSW Wine Ambassador to the UK.

Mr Blaize will be tasked with actively promoting the NSW wine industry, increasing brand recognition and lifting sales in the UK market. The UK is currently the largest export market for NSW branded and bottled wine.

“NSW is home to some of the world’s finest wines and it’s time the UK really discovered the breadth and quality available beyond our European neighbours,” Mr Blaize said.

“I’m excited to use my extensive experience and network to support the NSW wine industry and help it grow in the UK market.”

Mr Blaize has already visited and met with 22 wineries across the state covering more than 2,000 kilometres during his visit earlier this month. Having now returned home, he will now work with the wineries to support them in the UK market through tastings, events and stories.

Minister for Enterprise, Investment and Trade Stuart Ayres said his appointment will give NSW wine exporters to the UK additional support and representation on the ground.

“This is an exciting time for NSW wine exporters and is a direct result of the Memorandum of Understanding (MoU) we signed with the NSW Wine Industry Association last year to support export growth of our local wine businesses internationally,” Mr Ayres said.

“Our work to boost wine exports to the UK is also a clear example of how we are maximising opportunities arising from the Australia-UK Free Trade Agreement signed last year to unlock trade growth in the region,” said Mr Ayres.

Mr Blaize was selected by a panel of representatives from the NSW wine industry and his initial contract with the NSW Government is for twelve months.

The appointment of Mr Blaize coincides with the expansion of the NSW Government’s UK office and the appointment of Stephen Cartwright OAM to the role of UK Agent General and Senior Trade and Investment Commissioner in 2021.