Howard Park featured at Singapore Airlines Business Lounge

  • Howard Park

Howard Park wines will now contribute to a parting impression of Western Australia for the State’s important luxury Singapore tourism market. Starting this month, Howard Park will be the only West Australian wine served at the Silver Kris Business lounge for Singapore Airlines at Perth International Airport until the end of July 2019.

Singapore Airlines were recently named Trip Advisor’s ‘Best Airline in the World’ for the second consecutive year and operates an average of 4 flights a day from Perth Airport to Singapore. It is a fitting match between the two brands, with Howard Park’s Chief Winemaker Janice McDonald being the reigning Winemaker of the Year for Gourmet Traveller WINE Magazine.

Howard Park’s Trade Marketing Manager Richard Burch explains which wines were selected by Singapore Airlines:

“There will be a total of 4 wines available including a Riesling from the Great Southern, as well as a Cabernet Sauvignon, Chardonnay and Shiraz from Margaret River”

Howard Park Leston Shiraz available at Singapore Airlines Business Class Lounge

They represent the diversity and pedigree of wines from Western Australia’s premier grape-growing regions – Margaret River and the Great Southern.

 “We are absolutely delighted to partner with Singapore Airlines to showcase these wines. The synergy is amazing for us, they operate at a high standard and the opportunity to have our wines in front of some of their best customers is really exciting.” Says Richard Burch 

Singapore visitation is particularly significant to WA’s tourism, with visitors from the region equating to the state’s 3rd largest international market for leisure visits, contributing more than $143 million to the WA economy last year. This filters into food and wine tourism with 32% of all Singapore visitors also visiting the South West and the majority listing food and wine experience as one of the top 3 experiences undertaken.

It’s a trend that Howard Park’s Cellar Door Manager, Emily Bromell echoes, “We have noticed an increase in visitors to our Cellar Door in Margaret River from Singapore and an ever growing number of Wine Club delegates that come from Singapore and South East Asia.”

By having West Australian wines available at the Singapore lounges Howard Park hopes to contribute to a positive travel experience.

“Whether you are travelling to Singapore beyond it’s a nice touch that our wines can be that lasting taste of Western Australia and to hopefully inspire return visits.”

In addition to the wines featuring in the lounge for the next 3 month period, Howard Park have committed to hosting ‘in-lounge’ tastings during busy periods, so that flyers get the opportunity to ask questions or learn more about the wines and the region.