The Australian winery reinvents food pairing rules to encourage consumers to discover the Southeast Asian flavours that pair perfectly with wines

KUALA LUMPUR, 11 December 2020: Food is a universal language that everyone speaks but when it comes to pairing Asian food with wine, the usual rules do not always apply.

Leading Australian wine brand Wolf Blass recently launched a new campaign, following its earlier ‘Find Your Flavour’ campaign with the Michelin Guide, to show consumers how the complex and varied flavours of Southeast Asia can complement and enhance its premium Gold Label wines, while creating moments of connection when cooking with family and friends.

While only three out of ten Southeast Asian wine drinkers find that wines go well with Asian dishes[1], this is an improvement from a similar survey done in 2018[2]. To continue shifting these perceptions, the Wolf Blass Wok-Off challenged some of Singapore’s most passionate foodies and well-known chefs to cook Southeast Asian dishes that pair perfectly with Wolf Blass Gold Label wines, showcasing how strong flavours, rather than proteins, are the perfect accompaniment.

The social media campaign features selected foodies and chefs who are known in Malaysia and Singapore – Bella Koh, Paul Foster, Angelique Teo, Woo Wai Leong, Sarah Benjamin and Ming Tan – who revealed the Wolf Blass Gold Label wine they received that they would need to conjure a dish to pair with. These foodies and chefs also found out through the wine reveal the person they would be up against for the Wok-Off.

Wolf Blass chose to partner with the selected foodies and chefs to highlight that wine can be enjoyed with Asian food, whether dining in or out. This campaign also hopes to encourage consumers to find their own flavour and pair them with the Wolf Blass Gold Label wines.

All three Wolf Blass Wok-Off videos can be watched on wolfblassfyf.com. The recipes will also be available on the dedicated microsite for Malaysians to try replicating the recipes and have their own interpretations of #TheWolfBlassWokOff.

Wolf Blass Regional Marketing Director, Irene Kong, said, “Wolf Blass is a trusted name for those looking for quality wines. We are excited to partner with these foodies and renowned chefs to help consumers find their flavour and discover that different Asian food, whether cooked at home or in a restaurant, can pair perfectly with our iconic Australian wines. We hope our campaign will show how Wolf Blass wines are complementary to the unique culinary cultures of Southeast Asia and connect with the increasing interest in wine pairing”.

Consumers are encouraged to share their beautiful plates by tagging @wolfblasswines and using the hashtags #TheWolfBlassWokOff and #FindYourFlavour.

Wolf Blass wines are available for sale at Jaya Grocer, Giant, Cold Storage, Aeon, Max Value, Mercato and other authorised retailers.

About Wolf Blass

Wolf Blass was established in the Barossa Valley in 1966 and has grown from a humble tin shed to become one of the world’s most successful and awarded wine brands. A recipient of more than 10,000 awards at national and international wine shows, the essence of Wolf Blass wines is exemplified through the passion of its custodians past and present as they continuously strive to produce wines of quality, character and consistency.

For more information, visit https://www.wolfblass.com.

[1] According to a study done by Treasury Wine Estates in July 2020

[2] In 2018, eight out of ten Southeast Asian wine drinkers do not agree that wines go well with Asian dishes


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