A co-production entity is trying to win over South Australian wine producers to become involved in a new lifestyle program series for China.
South Australia is home to a number of recognizable brands in the food and wine industries such as Jacob's Creek and Seppeltsfield.
Perfect Harvest Pty Ltd (Australia), Ruby Entertainment (Australia) and Beijing Tao Sheng International Culture Communication Company (China) formed the co-production entity to produce the new reality/lifestyle program "Top Drop."
According to chief executive Steve Blight, the plan was to have the 45-minute show to be shot in and around Australia's most striking wineries. The series will have 13 episodes and will be broadcasted on the iQIYI platform which is similar to Netflix.
Blight initially created the plan with James Coulter. They have been getting wine and food outlets to go on board with the project and help fund it through agreements. In the said agreements, the brands could use the appearance as a marketing tool for their businesses.
The chief executive added that the project had secured enough sponsorship to cover 50 percent of production costs to date. The series will be filmed in locations such as the Barossa Valley, Coonawarra and McLaren Vale along with Margaret River in Western Australia. They will also be filming in regions in Victoria and New South Wales.
"Top Drop" will primarily target young Chinese people who are at the 20- to 34-year-old age bracket. The show will feature celebrities from China visiting Australia who will race each other as they explore wineries or learn about catching or cooking their own dinner or matching food with wine.
The series would be linked to a website where partners and sponsors could showcase their new products, experiences and activities.
"The project is a terrific opportunity to promote South Australian locations and products in China and has the potential to have an employment impact through the creation of tourism jobs," said Blight.
With China as growing market for South Australian wine, "Top Drop" will be a perfect opportunity for wine makers to expand their reach in the country.