Hawke's Bay to be showcased in 60,000 taxis

As more and more Chinese enjoy Hawke's Bay wine, our regional wine organisation is gearing itself up in support.

In the New Year, a Chinese film crew will be in the region shooting wine and tourism footage to be shown on interactive screens in 60,000 taxis in Shanghai, Beijing and Guangzhou.

The crew, led by Chantal Chi, one of China's leading wine writers and a driving force behind creating a better understanding of wine by Chinese trade and consumers, is to be hosted by Hawke's Bay Winegrowers (HBWG).

In addition to the film footage, Ms Chi will be sourcing material for her various publishing outlets including daily newspaper and wine magazines, websites and blogs.

Later in January, Debra Meiburg MW, voted the most influential wine journalist in Hong Kong in 2007 and the first Asia-based Master of Wine, will be hosted by HBWG and will visit a number of local wineries.

HBWG is also organising for local wines to showcase the region at a function for the Auckland Chinese business community in March.

Lyn Bevin, HBWG executive officer, said research and planning were key.

"At last count, we had 18 Hawke's Bay wineries exporting to Hong Kong and 23 to China, and we know from research that Asia, and in particular, China has a growing desire to buy our wines," she said.

In November, a page outlining the strengths of Hawke's Bay as a New Zealand wine region was translated into Chinese and is now on the HBWG website

The translation was prepared by Dragon Phoenix Wine Consulting.