Ultimate Winery Experiences Australia announces new Executive Officer

Kate Shilling

17 July 2018

Ultimate Winery Experiences Australia (UWEA) has confirmed the appointment of Kate Shilling as its new Executive Officer. Kate will assume the role on Monday 6th August 2018 and will succeed Sally Cope who is relocating to London as Tourism Australia’s new Regional General Manager, UK.

Kate brings a wealth of tourism expertise to UWEA, with over 20 years in leadership roles at retail, wholesale and online travel organisations. She has a strong partnership marketing track record across all tourism sectors, and has worked independently and with leading media, creative, digital and social agencies to develop, promote and sell innovative travel experiences in Australia and overseas.

Kate’s career to-date includes roles at Flight Centre in Australia and the USA, Myriad Marketing, Tourism NT, Territory Discoveries, NRMA Travel, Qantas Holidays, Helloworld and Australian Traveller Media. She is a member of the Australian Institute of Company Directors, a member of Women on Boards and was a Director then Chair of e-commerce not-for-profit Good 360 Australia for four years.

UWEA Chairman, Nick Baker said Kate’s strong tourism background and diverse experience were key factors in her appointment into the role.

“Kate is joining Ultimate Winery Experiences Australia at a strong point. With this year’s expansion of the membership to 22 wineries and the variety of new overnight and multi-day experiences on offer, UWEA has cemented its position as the foremost wine tourism consortium representing Australia’s best winery experiences. Kate has a unique opportunity to drive the business into our next growth phase.”

Kate confirmed she is delighted to be given the opportunity to lead the UWEA team at this time.

“Our wine industry presents a unique opportunity for visitors to Australia because of the depth and diversity of experiences on offer. It’s the people, the places and the produce in the wine regions that make these experiences distinctly Australian and UWEA is leading the way in showcasing these visitor experiences to the world.”

The UWEA group of wineries is now 22 strong, with representation in most of Australia’s renowned wine regions across five states:

NSW: Audrey Wilkinson in the Hunter Valley.
Victoria: De Bortoli in the Yarra Valley, Pizzini Wines and Brown Brothers in the King Valley, Montalto Vineyard & Olive Grove and Jackalope at Willow Creek on the Mornington Peninsula, Tahbilk in Nagamabie Lakes and Fowles Wine in the Strathbogie Ranges.
South Australia: The Lane and Penfold’s Magill Estate in the Adelaide Hills, Yalumba in the Eden Valley, Jacob’s Creek Visitors Centre, St Hugo and Seppeltsfield in the Barossa Valley, d’Arenberg and Wirra Wirra Wines in McLaren Vale.
Tasmania: Moorilla Estate and Josef Chromy Wines.
Western Australia: Leeuwin Estate, Vasse Felix and Voyager Estate in Margaret River.