AUSTRIAN WINE SECTOR TARGETING CHINA’S NICHE GASTRONOMY MARKET
By Tony Zhu
Source: Austrian Wine
Austria’s wine sector is targeting China’s niche gastronomy market with hope that their wine exports to the world’s second biggest economy can grow 10-fold as predicted by the World Trade Organisation (WTO).
According to Austrian Wine, the country’s wine marketing board, Austrian wine exports to China reached €2.19 million (USD2.37m) in 2021, surging 77.9 percent from the previous year.
Currently China only accounts for 1 percent of Austria’s total wine exports, but it is already the largest export market for Austrian wines outside of Europe and North America and is a market with great potential to grow.
According to the “Export Potential Map” prepared by the International Trade Centre, a joint agency of the WTO and the United Nations, China is the market with the greatest potential for Austrian wine exports, saying there is room to “realise additional exports worth USD21m”, which is almost 10 times the current value of the trade.
Johannes Schmuckenschlager, president of the Austrian Winegrowers’ Association, told Xinhua new agency that he is optimistic about Austrian wines growing their presence in the Chinese market.
He said many Chinese customers have discovered Austrian wines, which have been exceptionally well received by China’s niche market, such as the gastronomy industry.
He added that Austrian wine producers had attended trade fairs in China to expand their influence in the Chinese market.
“Austrian wines have a great potential in China,” he said. “I hope we will have more presence in the Chinese market in the coming years and increase our exports there."
Wolfgang Hamm, managing director of Klosterneuburg Abbey Winery on the outskirts of Vienna, told Xinhua that his winery exported more than 10 percent of its annual production to China in the past two years, despite the impact of the COVID-19 pandemic.
“We are aiming for a niche market in China, people in big cities who like food and wine,” he said. “We have got feedback from Chinese customers that our wines go very well with Chinese cuisine.”
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