For immediate release
Australian Wines Continue to Shine Throughout Vinexpo
Australia’s First Families of Wines Unlock their Private Cellars
Australian Wines Revealed to be Increasing Market Share in China
Australia Hosts “The Blend” Official Networking Event
(Hong Kong, 31 May, 2018) – Australia continued to flaunt its Country of Honour status at Vinexpo, with a number of high profile events yesterday, leading to strong buyer traffic to the 151 Australian wine producers exhibiting at the show.
Australia’s First Families of Wine Unlock Their Private Cellars
In a first outside of Australia, the Australian First Families of Wine (AFFW) unlocked their cellars to display their treasured family jewels at a Vinexpo Hong Kong 2018 master class yesterday.
Presented by members of the families themselves, from across generations, each introduced personal treasures selected from their own cellars, giving guests an opportunity to get up close and personal with some of Australia’s most recognised names – and to experience their most respected and revered wines.
Guests gained an in-depth understanding of the role AFFW play, bringing together the oldest and most-established Australian family owned, multi-generational wineries, who between them, have over 1380 years of winemaking experience.
At the event, they shared history, passion and provenance as custodians of some of the most iconic vineyards in the world.
12 Presenters - Caroline Brown (Brown Brothers); Susie Campbell (Campbells); Chester Osborn (d’Arenberg); Darren DeBortoli (DeBortoli); Stephen Henschke (Henschke); Richard Burch (Howard Park); Sam Barry (Jim Barry Wines); Jeff McWilliam (McWilliam’s); Hayley Purbrick (Tahbilk); Bruce Tyrrell (Tyrrell’s Wines, AFFW Chair); Justin Taylor (Wakefield Taylors Wines) and Robert Hill Smith (Yalumba)
Increasing Market Share in China
Australian wine sales to China, which reached A$1.04 billion in the year to March 2018, are increasing further, as Australian wines continue to make strong headway in this important but complicated market. Australia already accounts for almost a third of imported wine sales in China, exporting over 11,000 different wine brands, and is China’s second largest wine exporter.
This was revealed by Andreas Clark, CEO of Wine Australia at the Growing Demand for Australian Wine conference held at Vinexpo yesterday.
‘Australia exported 19 million 9-litre case equivalents to mainland China, worth a record $923 million and another 900,000 9-litre case equivalents to Hong Kong, worth $107 million. The China market in total now takes 39 per cent of Australian exports’ he said.
The three key factors driving the growth of Australian wine sales in Asia, and especially China are attributed to the rise in disposable incomes, the relative affordability of Australian wines, and the success of winemakers in building stronger brands
‘There is a growing demand for genuine Australian wines across many parts of Asia, but especially within the Chinese middle class, because of our diverse wine styles,’ said Mr Clark.
It was also noted that China has become one of the most advanced digital marketplaces in the world, as well as one of the most fragmented, with 34 provinces and a lot of resources needed to build brands throughout the country. But millennials are becoming more and more open to new international wine brands that fit their lifestyle, and Australia is ahead of the game in attracting them.
Online channels such as Weimall and Alibaba’s TMall, make it possible to reach higher numbers of consumers, especially millennials, by building interesting storefronts within these platforms to help share the stories behind the brands
It was also noted that using WeChat to communicate with consumers both online and offline was a powerful tool for wine producers to build relationships, strengthen their brands and increase sales.
Mr Andreas Clark on the growing demand for Australian wines
Australia Hosts “The Blend” Official Networking Event
In keeping with ‘Country of Honour’ tradition, Australia also exclusively partnered The Blend, Vinexpo’s official networking party for 1,300 exhibitors from 30 countries, with 100% Australian wines, spirits and beers served in the Grand Foyer of Level 3, which was held yesterday, 30 May from 6.30-9pm.
Networking event The Blend held on May 30, 2018
Wine Australia continues its promotional drive with the China Roadshow 2018 to Shenyang, Wuhan, Jinan and Shanghai from 4-11 June, 2018.
Link to high res images
Link to video – Vinexpo Hong Kong 2018 Preview
About Wine Australia
Wine Australia supports a competitive wine sector by investing in research, development and extension (RD&E), growing domestic and international markets, protecting the reputation of Australian wine and administering the Export and Regional Wine Support Package. Wine Australia is an Australian Commonwealth Government statutory authority, established under the Wine Australia Act 2013, and funded by grape growers and winemakers through levies and user-pays charges and the Australian Government, which provides matching funding for RD&E investments.
Issued by GHC Asia on behalf of Wine Australia
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Andreas Clark on The Growing demand for Australian Wines.jpgSize: 0.06 MB Type: jpg Resolution: 594x396
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