While many regions in Australia are suffering a decline in image and falling
export sales, it is interesting to ponder why this is happening and why
Tasmania is standing apart from this trend, and coping relatively well.

One way to distill the changing overseas impression of Australia is to
hark back to an article which appeared in "The Scotsman" newspaper in
Edinburgh in July, 2008. A centre page picture showed a dramatic red sunset over Australia representing, no doubt, the red clouds of dust from prolonged drought. The article went on to describe the declining fortunes of the Murray River and the impact of drought and global warming on Australias
wine industry. All images suggested negative connotations.

At the bottom of the article was a smaller insert with a story about
Tasmania's adequate water resources and the possibility that this tiny region could step in and start taking up the slack of declining production on the mainland. Tasmania at the moment produces around 0.5% of national grape production. It was a far-fetched notion but it gives a clue about what is driving the negative image of Australia.

In a world concerned about sustainability of current population growth
with growing human impact on water resources, it is not surprising for UK
consumers to feel that each glass of Australian wine consumed will cause the level of the Murray to drop.

This is where Tasmania shows its strong card, but availability of water is not the only thing that is driving the Tasmanian momentum.

The emphasis in Tasmanian brand building since the modern viticultural
revival has been on the regional origin or provenance of the wine rather
than the blending skill of the winemaker. Tasmanian wines currently
on the market are by and large 100% Tasmanian content. This means
that collectively Tasmania is one of the strongest regions in Australia for
presenting regional character as a matter of course.

Tamar Ridge Estate's offers a range of 100% Tasmanian wines with different
regional origins and price levels. Of particular interest in this offer are
new vintages of the very popular Devil's Corner Pinot Noir and "Kayena
Vineyard" Pinot Noir. The previous vintages of both wines were very well
received but we believe the new wines are showing even stronger potential.
I hope you enjoy these new selections.