AUSSIE WINE SECTOR TARGETS ASIAN MARKETS WITH AUD1.8M PROMOTION GRANT
By Susan Lewis
Credit: Joey Csunyo/Unsplash
Australian Grape & Wine, the organisation for Australian vine growers, has been awarded AUD1.8 million (USD1.37m) grant to promote the country’s wines overseas with markets in Asia as its top targets.
The funding from Agricultural Trade and Market Access Cooperation aims at exploring new international markets for Australian wines.
Asian markets like Japan, South Korea and India, where wine consumption has a lot room to grow, are high on their agenda.
Australian Minister for Agriculture David Littleproud said the funding would build on the successes already achieved by Australian Grape & Wine in expanding export market opportunities in Japan and South Korea.
“The funding will help to improve market access, tackle trade barriers and generate growth in key target export markets including established markets such as the United States, Canada, United Kingdom and new and emerging markets across Southeast Asia, India and Scandinavia,” said Littleproud.
“The benefits go beyond the wine sector, driving jobs and growth across regional Australia and helping contribute to our goal of increasing the value of Australian agriculture to AUD100 billion by 2030,” he added.
Australian Grape & Wine CEO, Tony Battaglene, said this funding will focus on three key pillars of work to improve trade and grow demand for Australian wine exports.
“We’re going to build consumer understanding of Australian wine through expanding promotion; improving trade and market access; and initiating a long-term strategic collaboration with India to enable the future potential of that market to be realised and support broader trade relations,” Battaglene said.
Another grant of AUD989,000 was awarded recently to the sector to build an online wine grape price indicator platform that will improve market transparency and inform business decision-making.
An initial grant of AUD998,000 was awarded to Australian Grape & Wine in June 2021 which included establishing the long-term strategic plan to capitalise on opportunities to grow wine exports in international markets.
Wine Australia, with its experience in market insights and marketing, will partner with Australian Grape & Wine in the promotion efforts.
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