NEWS
SOUTH AUSTRALIA ADDS SHANGHAI-BASED EXPORT ADVISER TO BOOST WINE EXPORTS
By Tony Zhu
12-9-2024
Source: Department of State Development South Australia/LinkedIn
The South Australian state government has appointed a new senior wine export adviser based in Shanghai to help position South Australia as a leader in China’s imported wine market.
The appointee Emily Xu has worked with the wine industry in China in the past decade, most recently as the Greater China Market Manager for Villa Maria Estate.
In her role as senior wine export adviser, she will provide on-the-ground market intelligence, market trends and access support to new-to-market and existing exporters, as well as fostering networks with key importers, distributors and industry stakeholders.
“South Australia has a long-standing tradition of producing world-class wines and I am eager to contribute to enhancing its presence in China,” said Xu.
“I am using my expertise to drive export growth, facilitate market access and to promote sustainability initiatives within the industry.”
“Consumer recognition and acceptance of South Australian wines remains and now, there is a need for more marketing efforts to penetrate lower-tier cities, where initial opportunities exist.”
The appointment of this role is part of the South Australian government’s AUD1.85 million (USD1.23m) Wine Exporters China Re-Engagement Support Package announced earlier this year.
The package was launched in March following China’s decision to remove all trade barriers on Australian wines, delivered by the South Australian state government in partnership with the South Australian Wine Industry Association.
The program, which will run to June 2026, aims at helping to re-position South Australia as a market leader in China and seeks to increase wine exports from the state which, prior to the start of tariffs, were valued at AUD946.5m and accounted for 47.2 percent of South Australia’s wine exports globally.
Since tariffs were lifted, South Australian wine exports to China have been valued at AUD371.1m, up 9,374 percent.
(the writer can be contacted at: info@thewinechronicle.com)
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