Wine Australia aims to target international tourists and China’s export market

Published on : Tuesday, July 4, 2017

Wine AustraliaInbound international wine tourists and key export market of China are likely to occupy major roles in the new $50 million export and regional wine support package, according to Australian Grape and Wine Authority chairman Brian Walsh.

Mr. Walsh said, “There will be two major spends, one on export market development and we’ve picked two very important markets, China would likely be one of them. There are also lots of smaller wineries scattered right across our country that don’t actually export but rely heavily on cellar door and people coming to regions, so it will also target inbound international tourism.”

There has been extensive consultation with the wine and tourism industry over the plan, reflecting a growing connection between the two sectors.

Mr Walsh said while an affordable wine approach had been successful in developing strong markets in the United Kingdom and the US, it was now time to challenge the concept and push for Australia’s premium wines to be recognized alongside sought-after regions in France or Spain. Two months ago, Wine Australia teamed up with Tourism Australia at The World’s Best 50 Restaurants event in Melbourne, also hosting the world’s best sommeliers in a bid to get more Australian labels on leading international wine lists.

Australia is currently the sixth-largest wine-producing country, with about two-thirds exported and sales valued at $2.2 billion in 2016.

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