North America activations

USA SOMMELIER COMPETITION & TEXSOM PROGRAM WA Wine Competition + WA Masterclass + WA Tasting Tables

ABOUT: WA WINES TO THE WORLD, in partnership with Botrytis Consulting, will execute a USA sommelier competition and program of activities with TEXSOM, taking place in July/August 2025.  This represents an exciting opportunity for all Western Australian brands with distribution in the USA.

This is our second year running this activation and 2025 is set to be even bigger and better than 2024! This year the Western Australian Wine Competition finals will take place at TEXSOM in Dallas in front of a signficiant industry audience, plus we’ll host a separate Western Australian masterclass and tasting tables within the TEXSOM program.

Discussions are also underway to run possible add-on activities in Austin for both trade and consumers.

This activation is being project managed by Jane Lopes and Jonathan Ross of Botrytis Consulting: USA-based Australian wine ambassadors, Master Sommeliers, educators and events management consultants, as well as co-authors of How to Drink Australian (released August 2023 to glowing reviews globally).

FORMAT COMPRISES:

Western Australian Wine Competition

  • National online competition for USA wine professionals (comprising qualifying theory portion).

  • 6-12 finalists selected for in-person finals (comprising tasting and service portions), led by Jane Lopes/Jonathan Ross.

  • Industry audience for finals, to be held at TEXSOM, Dallas.

  • Winner receives a trip to Margaret River (coinciding with the Pair’d festival) to re-engage with WA wines including, where possible, those that take part in the activation.

Additional TEXSOM activities

  • Western Australian masterclass led by Jane Lopes/Jonthan Ross.

  • Western Australian tasting tables at the well attended Expo Trade Tasting sessions, hosted by Jane Lopes/Jonathan Ross.

WA PRODUCER BENEFITS:

  • Encouragement of national USA trade to engage with Western Australian wine (and its regions/GIs) through online theory competition.

  • Exposure of WA wine, and specifically your wines, to engaged trade and key industry experts at TEXSOM, with tasting opportunities at the competition finals, masterclass and tasting tables.

  • Excitement and education around Western Australian wine.

  • Trackable growth of professional knowledge of WA wine.

  • As esteemed member of the USA trade visiting and re-engaging with Margaret River/WA.

  • Metrics for determining success include number and quality of wine professionals who participate in the competition and their demonstrated knowledge, plus audience numbers and engagement at the various TEXSOM activities.

OBJECTIVES: This activation will raise awareness and create demand for WA wines (including specific brands taking part) amongst the USA trade. 100+ wine professionals across the USA will actively engage in studying WA regional wines to qualify for the competition (in 2024 we had 131 sign-ups). Trade will attend the competition finals, as well as a WA masterclass and WA tasting tables at the TEXSOM expo, showcasing the wines to members of the industry including and beyond those taking part in the competition. The winner of the competition will spend an immersive week in Margaret River, creating a life-long ambassador for the region and for Western Australia.

AUDIENCE: An influential audience of sommeliers and wine professionals from across the USA, plus Texas trade specifically.

ELIGIBILITY: WA producer requirements:

  • Wines must be represented in the USA market with existing stateside inventory.

  • Pay USD participation fee(s) as outlined below PLUS provide required wines (delivered to Texas) from USA stateside inventory.

  • Wines must be from a WA regional GI (preferred) or WA GI.

COST TO PARTICIPATE - Producer participation fee (required):

  • USA sommelier competition / WA Wine Competition - USD $500/producer (up to 9 bottles of wine req’d, across 1-4 SKUs) - further details re wines required are provided with registration form.

Optional Add-Ons:

  • WA Masterclass at TEXSOM - USD $200/SKU (3 bottles /SKU req’d) - only if selected, spots will be limited.

  • WA Tasting Tables at TEXSOM - USD $200/SKU (3 bottles/SKU req’d) - producers may submit 1-2 SKUs of their choice.

TIMING: Producer registrations close 6th June, 2025. Other important dates as follows:

  • 6th June - Promotion of WA Wine Competition to USA trade

  • 14th July - National online competition

  • 24th August - Competition finals at TEXSOM, Dallas

  • 24th/25th August - WA masterclass & WA tasting tables at TEXSOM, Dallas

  • 27th/28th August - Possible add-on activities in Austin

  • 17th November (week of) - Competition winner visits Margaret River, WA