W I N E AU S T R AL I A
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retailer in China to promote the Australian wine category, regions and wine brands as part of a 15-day promotion across 10 stores at the end of the year trade events such as the China National Food, Wine and Spirits Fair in Chengdu, China’s longest and most influential food and beverage trade show, and SIAL China 2014, the largest meeting place for Asia’s food and beverage industry Australian Wine Grand Tasting and Seminar Roadshow to first and second tier cities - Wine Australia is hosting an Australian Wine Grand Tasting and Seminar Roadshow to showcase some of Australia’s leading wines that have a James Halliday or Jeremy Oliver rating of 90 points and above Wine Australia Awards Night – an awards night to acknowledge the network of A+ Australian wine trade and education specialists comprising importers, distributors, retailers, food and beverage specialists, restaurateurs and educators who support Australian wine and act as advocates. Targeted public relations and communications via traditional, online (including Sina Weibo), mobile and social media platforms to: generate news and insights about the
Table 1. Total Australian wine exports to China by FOB price points. 1 yr
4 yr
2008-09
2009-10
2010-11
2011-12
2012-13
growth
CAGR
$2.49 and under
827,474
835,728
978,855
806,090
840,119
4%
0.4%
$2.50 to $4.99
6,982,133
12,906,807
16,322,193
18,397,956
18,618,444
1%
28%
$5.00 to $7.49
3,502,790
4,700,403
4,951,411
7,196,469
9,042,955
26%
27%
$7.50 to $9.99
891,118
1,295,364
1,527,744
1,997,657
2,360,734
18%
28%
$10.00 to $14.99
742,822
1,115,284
1,674,777
2,156,154
2,747,175
27%
39%
$15.00 to $19.99
217,526
342,330
507,487
722,970
1,009,541
40%
47%
$20.00 to $29.99
211,968
220,185
448,559
657,036
608,793
-7%
30%
Above $30
130,849
137,171
301,559
393,071
551,577
40%
43%
quality, diversity and regionality of Australian wine • expand the social media platform and Chinese website content to engage more trade and consumers. In the last financial year, Wine Australia’s social media activities through Weibo.com attracted more than 10,000 followers, a 400% increase on the previous year • partner with Chinese media to generate interest in Wine Australia’s in-market activities • provide market intelligence about China back to the Australian wine industry. On the regulatory side, Wine Australia continues to work with officials from the Australian Embassy and regulators in
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Beijing to resolve some of the technical impediments that arise in this complex market. The commercial environment in China may be promising but, at the moment, the regulatory environment could best be described as ‘unpredictable’. The Australian wine sector’s overall strategy to build a stronger perception of the quality of its wine is achieving cut-through in China, where Australian wine is achieving growth at higher price points. Ultimately, success for Australian wine producers and brands in China will come from a more long-term brand building approach, educating influential wine trade and media, and tackling some of the regulatory WVJ challenges.
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For more information contact your local Dow AgroSciences representative on TOLL FREE 1800 700 096 www.hortsolutions.com.au ®™ Trademark of The Dow Chemical Company (“Dow”) or an affiliated company of Dow.
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W i n e & V i t i cultur e Jo ur n a l SEPTEMBER/O C TO BER 2013
www.winebiz. com . au
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