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Media

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✅ Media Quotes - Mick Turner, Founder of The Drink Show

Why did you start The Drink Show?

“People are incredibly curious about premium drinks, but many independent producers don’t always have the opportunity to connect directly with new audiences outside their own region.
The Drink Show was created to bring those two worlds together in a structured tasting environment that works for both producers and guests.”

Why host the NSW Edition in Newcastle?

“Newcastle is the gateway city to the Hunter Valley and sits at the centre of one of Australia’s strongest wine and hospitality regions.
It’s a natural location for the NSW Edition and allows us to bring together producers and drink enthusiasts from across the state.”

Why limit the number of exhibitors?

“We deliberately cap exhibitor numbers to protect the quality of the experience.
Guests should be able to meet the makers, taste responsibly and have real conversations, rather than moving through a crowded festival environment.”

What is the biggest challenge of running a drinks event?

“Logistics is always the biggest challenge. Producers are transporting stock, equipment and staff, so the event has to deliver real value - whether that’s direct sales, new customers, or trade relationships.
If the event works for exhibitors, it works for everyone.”

Why include multiple drink categories?

“Wine leads the NSW Edition, but including craft spirits, independent breweries and modern drinks creates a more complete discovery experience for guests and a stronger commercial platform for producers.”

How is The Drink Show different from a festival?

“The Drink Show isn’t a typical drinks festival.
It sits somewhere between a trade showcase and a structured tasting event, with controlled numbers, responsible service and a focus on genuine interaction between guests and producers.”

What makes the NSW Edition unique?

“It’s the only wine-led tasting event of its kind bringing together premium producers from across New South Wales in one environment.
Guests can meet the makers, taste the products and see the depth of what the state’s independent drinks scene has to offer.”

Why position the event as wine-led?

“Wine remains the foundation of the NSW drinks industry, particularly with the strength of the Hunter Valley.
Leading with wine gives the Show structure, and then craft spirits, independent breweries and modern drinks build around that to create a complete discovery experience.”

How does the tasting format work?

“The Drink Show is not a token-driven festival.
Exhibitors may offer complimentary tastings, voucher tastings or premium pours depending on the product and style of presentation.

The aim is to create a structured tasting environment where guests can explore a wide range of drinks while maintaining a responsible and high-quality experience.”

What kind of audience does The Drink Show attract?

“The Drink Show attracts a quality-focused audience rather than a high-volume festival crowd.
Guests come to discover premium wines, craft spirits and independent producers, and many have a genuine interest in the stories behind the drinks.

That creates a better experience for visitors, and a much more valuable environment for exhibitors.”

Why only one Show per state?

“The format is designed as a touring series with only one official event held in each state per year.
That keeps demand strong, protects exhibitor value, and allows each edition to feel like a flagship event rather than just another festival on the calendar.”

Tell us about the founder

“I’ve been producing consumer and trade events for many years, and I saw a gap for a drinks event that sat between a festival and a trade show.
The Drink Show was created to give independent producers a professional platform while offering guests a more relaxed and meaningful tasting experience.”

Where do you see the Show in the future?

“The focus right now is building the NSW Edition into a strong annual event.
Longer term, the plan is a touring format with one edition per state, and we’re also exploring the possibility of a national edition in Canberra.”

Closing Quote

“At its heart, The Drink Show is about discovery - meeting the makers, hearing the stories, and tasting the drinks that make Australia’s independent drinks scene so exciting.”

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