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SOUTH AUSTRALIA TO HELP WINE EXPORTERS DIVERSIFY FROM CHINESE MARKET

By Susan Lewis

24-11-2020



Source: southaustralia.com

A program to help South Australian wine businesses to diversify their exports from China to Japan, Malaysia, South Korea and India is being announced today, amid continued uncertainty surrounding Australian wine exports to China.

Dubbed “Emerging Markets Program”, the project is launched by the South Australian Wine Industry Association (SAWIA) in partnership and the state government’s Department of Trade and Investment.

South Australia is home to several of the country’s most well known wine regions including Barossa Valley, McLaren Vale and Clare Valley.

The state is responsible for about 50 percent of Australia’s wine production and 80 percent of its premium wine exports.

As part of the program, SAWIA will develop a series of resources on each of the four markets to help wineries navigate the paths to the consumers in these countries.

Each resource will consist of a market overview of each country, information about sales channels, an in-depth consumer profile and a guide to doing business in each market.

The project will be rolled out one country at a time, starting with Japan potentially before the end of the year. The full set of resources is expected to be available by June 2021.

SAWIA chief executive Brian Smedley said the program aimed to equip South Australian wine businesses with the tools they needed to enter the four Asian markets.

“This is simply a reminder that there are other markets that are within close proximity to Australia that might be opportunities,” he said.

The second part of the program is the development of an education program for decision-makers in each market, including wine importers, buyers, distributors and hospitality professionals.

“We’ll provide case studies, a guide to conducting tastings and explore traditional wine and food pairings in each market,” Smedley added.

China is by far Australia’s most valuable wine export market, but Australian wine exporters are caught in an unofficial ban by the Chinese government which has effectively halted the trade.

According to Wine Australia, Japan is Australian wine’s 7th most valuable export market while Malaysia is 10th, both India and South Korea are outside the top ten.

(the writer can be contacted at: info@thewinechronicle.com)

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