Members of the Ultimate Winery Experiences Australia (UWEA) collective are preparing to tour the beautiful state of Tasmania for the group's annual meeting later this month.

Travelling from around the country, as far as Margaret River, Adelaide, Orange and Brisbane, 40 representatives from 24 of the collective's 28 member wineries will attend the gathering.

The annual gathering facilitates connection, shared learning, inspiration and celebration of the collective - a network united in elevating experience-led wine tourism across Australia and promoting the country's wine regions to high-value travellers.

Attendees can look forward to engaging sessions, memorable regional experiences, and the chance to collaborate with industry peers in one of Australia's most distinctive wine destinations.

To be held across three days from 20 – 22 August, 2025, the event features visits to all four Tasmanian members of the collective, starting with House of Arras in Pipers River where members will be hosted by winemaker Ed Carr, who was named Sparkling Winemaker of the Year at the International Wine Challenge in London last year.

The journey continues to Josef Chromy near Launceston for a day of conferencing and winery exploration, including dinner at the Tamar Valley property's hatted restaurant.

Next stop is Devil's Corner on the Freycinet Peninsula, where workshops continue, before the winery showcases its signature Ultimate Winery Experience which involves an expedition off the beaten track to enjoy wine-matched oyster shucking and tasting by the picturesque Moulting Lagoon, one of the most significant and biodiverse wetland areas in Tasmania.

The event culminates in Hobart with immersive experiences at Moorilla, the award-winning winery based at the city's iconic Museum of Old and New Art (Mona).

UWEA's Executive Officer Sarah Myers advised that the format has changed from the usual full day of conferencing with winery experiences pre-and post, to a daily blend of workshops and immersive experiences.

“This evolved format will stimulate more engagement; each day is now a blend of conference and experience; indoor and outdoor. And what better place to be in the great outdoors than beautiful Tassie - we can't wait for our members to experience Tasmania's four incredible Ultimate Wineries,” said Myers.

Alongside Myers, guest speakers include Karen Fitzgerald, who leads Tourism Australia's Signature Experiences of Australia program; Kirsten Galliott from Medium Rare Content Agency, which spearheads Qantas Magazine and Qantas Travel Insider website; wine and travel writer, MC and television presenter Cassandra Charlick who was the 2024 International Wine and Spirit Competition's Emerging Talent in Wine Communication; and Matthew Cameron-Smith, CEO of Voyages Indigenous Tourism Australia and Chair of the UWEA Board.

According to Myers though, the event's “secret sauce” is in the power of collaboration.

“Our wineries have some extraordinary people at the helm, who are constantly innovating and raising the bar for experience-led wine tourism in Australia,” said Myers.

“The annual member meeting is a special opportunity to come together, share ideas and support one another. It's a powerful forum for collaboration - a chance for wineries to learn from each other, sharpen their unique value propositions, and walk away with tangible actions that strengthen partnerships and drive collective impact and success,” she said.

“It's those organic conversations that are sparked during the conference and continue over a glass of wine – that's where the magic happens,” said Myers.

Gavin Fyffe, Hospitality Manager at Josef Chromy, affirmed that collaboration is the key to success.

"By collaborating with industry peers through initiatives like Ultimate Winery Experiences Australia, we collectively elevate the entire region, showcasing Tasmania's world-class winemaking and hospitality to a global audience. This spirit of collaboration is key to our success and to building a legacy for Tasmanian wine," he said.

Business Events Tasmania has generously supported the event, alongside the Tasmanian winery members of Ultimate Winery Experiences Australia.

ENDS

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MEDIA CONTACTS

Tori Johnson
M: 0402 712 947
E: tori.johnson@ultimatewineryexperiences.com.au

Sarah Myers
M: 0417 156 695
E: sarah.myers@ultimatewineryexperiences.com.au

About Ultimate Winery Experiences Australia:

Ultimate Winery Experiences Australia is a hand-selected collection of premium award-winning wineries offering experiences that invite visitors to go 'beyond the cellar door'. Located in Australia's most renowned wine regions, we offer a diverse range of behind-the-scenes, culinary, and hands-on experiences delivered with warmth and knowledge and epitomise the unique characteristics of a winery and its surrounding region. 

Discover more at www.ultimatewineryexperiences.com.au