Thu 15 Aug 2013

The HKIWSC talks to the wine judge Tersina Shieh about the benefits of entering wine and spirit competitions

“I do believe competitions can be of great value in the developing markets. The results serve as guidelines for the inexperienced consumer, helping him select wine from the myriad available in the marketplace. He may not like the style of a wine but at least he knows its quality has been independently assessed. After accumulating some experience he can then move on with confidence to try other non-competition wines and be able to differentiate their quality levels for himself.

Wine competitions can thus bring wine closer to consumers, helping to expand the market and so benefiting all wines whether they are entered in competitions or not.

With so many competitions around—big and small, international and local—their reputations and degree of recognition are all-important. Proactive consumer marketing of a competition is as essential as attracting entries. The more that consumers recognize a competition and its credibility the more confidence they will have in buying the winning wines. And these purchases will generate a positive feedback, attracting more, and better entries next year.

And whatever the status of a competition, producers and distributors should be proud of their trophies and medals, and utilize them as marketing tools. It should never be an embarrassment to tell your customers that your wines are among the best!”

More about Tersina Shieh 謝德蘭 (Hong Kong):

Born in Hong Kong, Tersina Shieh is a wine marketing consultant and writer. She contributes to the South China Morning Post, WINE (China) and writes her own blog. A judge at the Cathay Pacific Hong Kong International Wine & Spirit Competition since 2011, she has also judged at the Concours Mondial de Bruxelles and the Annual Wines of Chile Awards. In addition to her wine-making qualifications, Tersina also holds an MBA and is a Chartered Marketer, (click to full bio) or find her on Facebook: tersina.shieh.1

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“Winning a silver medal in the HKIWSC has truly helped my product to achieve international credibility regarding its taste. This has positively affected decision making of several new merchants who now carry my product.”Kaustav BagchiOwner, Lamai Thai Spirits
“Louis Royer Cognac has been entering the Hong Kong International Wine & Spirit Competition for many years. This competition is regarded as the most respected in Asian countries. Winning an award is a high honour for our brand and a further seal of quality for our multi-award winning Cognac.”Carol FrugierMarketing and Communications Manager, Louis Royer Cognac
“Adding to our success over the past few years at the HKIWSC, winning a trophy means so much to us as we have just recently entered the Chinese market with our brandies. The Chinese market is unique, which makes it even more exciting to know that Oude Molen VOV Brandy is well accepted.”Kobus GelderblomBrandy Master, Oude Molen Distillery
“It is a great honour for us to receive this award and we are very thankful about the reputation from wine enthusiasts in China. This award is a testament to the fact that our white wines not only match the traditional Austrian food but also matches perfectly with the Asian cuisine.”Katja PflogschWinemaker, Domäne Wachau
“To get recognition from such a prestigious panel is vey rewarding indeed, and proves that our wines are made in a style that is truly food friendly. The HKIWSC has become one of the year’s most well-respected wine competitions globally. For us, the food match component is a fantastic chance to demonstrate how well our wines compliment so many different flavours. Moreover, it is a competition known and valued by our customers so a trophy can be hugely influential.””Susanna MayerWinemaker, Yealings
“Awards and medals at the HKIWSC have been like a stamp of approval to the quality of our wines. Because it is an Asian-focused competition, I know that my wines are being judged and measured by the same yardstick as all the other wines, given our viticultural conditions are quite unique compared with the rest of the world. These medals give me and, more importantly, my consumers the confidence that my wines stand apart from the competition.”Kalash GurnaniWinemaker, York Winery
“We are very proud of our results. One of our key focuses is the Asian market, so we really want to make our wines special and desirable for this market. That’s why we want to enter this competition and be evaluated by the expert judging panel.”Sofia Cajewski Winemaker, Cremaschi Furlotti
“We at Yealands Estate Wines are proud to be recognized by the Hong Kong International Wine & Spirit Competition. The organization is held in the highest regard and our success in the competitions has become a strong voice for our quality around the globe.”Avram DeitchGlobal Marketing Manager, Yealands Wine Group
“Winning awards in reputable international wine shows such as the Cathay Pacific HKIWSC is one of the many ways of educating our consumers and giving them confidence in purchasing the Saint Clair brand. This enhances brand perception an in turn increases sales across our entire portfolio of wines.”Maria EastonWinemaker, Saint Clair Family Estate

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The HKIWSC talks to the wine judge Tersina Shieh about the benefits of entering wine and spirit competitions

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