Nuance in Australian wine growers initiative

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The Nuance Group has teamed up with the National Wine Centre of Australia (NWC)  to run the wine store at the Centre's heritage park in Adelaide. The alliance also gives Nuance access to some of Australia's rarest wines for sale at its airport stores in the country.

The new store will trade under the Australian Wine Growers name, developed by Nuance last year when the operator opened specialist wine outlets at Sydney and Melbourne airports. The store, due to open in July, will form part of a A$35m ($18.6m) theme park in the heart of Australia's wine country, built by the NWC and the Australian government to attract tourists and to promote the country's wine industry.

Nuance and the National Wine Centre have agreed an exclusive distribution deal, designed to ensure Nuance offers a range of premium wines that customers will not find in other channels. A Nuance spokeswoman said the operator would be creating themed gondolas to give maximum exposure to NWC wines in Nuance's airport wine stores. Nuance ceo Asia/Pacific John Moore said: "Travellers are buying Australian wines like never before. We see our alliance with the National Wine Centre being critical in ensuring we are meeting market needs: not only for wines but also for wine education."

National Wine Centre chairman Rick Allert added: "This alliance offers an extraordinary opportunity for our wine industry to present itself to more than 15m international travellers each year."

According to Nuance, tax-free wine sales in its Australian stores have increased by more than double the average industry rate over the past two years. The operator has plans for further specialist airport stores at Adelaide, Brisbane and a second Sydney location.