Uncategorised

China and US drive increased demand for Australian wine

The Wine Australia Export Report June 2017, released today, shows that Australian wine export value increased by $201 million (10 per cent) in 2016–17 to $2.31 billion, underpinned by strong export growth to China and the United States of America (US).

Australia is the world’s fifth biggest exporter of wine – behind France, Italy, Spain and Chile. In 2016–17, Australia outperformed each of the four larger exporters in its rate of export growth.

Wine Australia Chief Executive Officer Andreas Clark said, “Pleasingly, nearly all price points experienced growth and there were benefits for exporters in all segments of the market.

“The strongest growth was in more premium wines, with all price segments of $10 per litre FOB and above experiencing growth, and the strongest rate of growth for wines $30–49.99 per litre FOB.

“There were a record 1997 exporters last financial year and 69 per cent contributed to the total increase in value shown.

“An interesting development from last year was the growth in the carbonated wine category, which includes varieties such as Moscato. Exports more than doubled to $30 million. The United States was the destination for 35 per cent of the carbonated wine exports, with mainland China (15 per cent) and Japan (14 per cent) the other major destinations,” he said.

Handpicked Wines Export Director James Hunt, said the company’s success in Asia came through hard work and ensuring brand equity across the region while also recognising that each market and its culture was unique.

“This is built on the back of tight brand guidelines, frequent market visits, engaged activity and communication with all levels of the distribution chain. In particular, the importers and distributors are educated to manage the message and value chain through to the consumers,” he said.

“As the business grew we found the need to employ within the region to maintain the brand values and ensure the message was consistent across the region, particularly with local websites, trade material and social media accounts.” Hunt said.

 

Export-Report_YEJun2017_1500360185645

Send this to a friend