Last Updated: September 19, 2014

Weather: Canberra -2°C - 17°C . Sunny.

Wine (Viticulture)

Australian wine can succeed in Asia with the right approach, experts say

Vino boom: Chinese consumption of wine has doubled over the past five years. Picture: New

Vino boom: Chinese consumption of wine has doubled over the past five years. Source: News Limited

AUSTRALIAN wine can succeed in Asia with the right approach, experts say.

ANZ Bank head of agribusiness Mark Bennett told delegates at the Victorian Agribusiness Summit in Bendigo last week that the Chinesepreference in wine was for “quality, fruity red Australian varieties”.

“Chinese consumption of wine has doubled over the past five years. China holds 31 per cent of Australia’s total more-than-$10-a-bottle market,” Mr Bennett said.

“Within our region, China accounts for about 55.1 per cent of the total Asia-Pacific market by value, followed by Japan (15.2 per cent) and South Korea (1.6 per cent).”

Digital Insight Group Singapore director David Col­eman said global wine consumption had been on the rise since the late 1990s.

“Indonesia is capable of spending $3 million a month on wine,” he said.

“It spent $3.4 billion US in 2013. This will increase to $16.2 billion in 2020.”

Mr Coleman — a food and beverage marketing guru — said 92 per cent of Asian customers preferred peer references when choosing, rather than traditional advertising.

He said 50 per cent of a customer’s needs were met before they engaged a retailer and they wanted a wine that suited the occasion at a price that represented good value.

The Rabobank third-quarter wine report released last week said that with growth in mainstream demand for wine noticeably shifting towards new markets and consumers, the challenge for wine companies was how to adapt to an evolving consumer landscape.

“It appears that fortune favours the brave as market segmentation is ushering in a new wave of innovation in global wine styles, marketing and distribution,” Rabobank analyst Elena Saputo said.

“A consumer-centric approach will become key to drawing in — and remaining relevant to — new generations of wine drinkers as consumer preferences continue to evolve.

“One of the most important developments in today’s wine market is a shift in the consumer base, in both geographic and in demographic terms.”

In non-traditional wine-drinking countries, Millennials were drinking more wine than any of the previous generations did at their age, while in the traditional wine-drinking countries they were drinking less but better wine, Ms Saputo said.

Have your say

Skip to:
Read comments
Add comments

Add your comment on this story

Comments Form

1200 characters left

Your details
Post Options

Ruralco sells Elders’ stake

Ruralco sells Elders’ stake

RURALCO’S dream of owning its rival Elders is finally over.

Bega in Chinese UHT deal

21/07/2006 NA: Jersey cows on the Hicks family dairy farm just out of Mooroopna. Dairy Awards. Pic. Zoe Phillips

BEGA Cheese is expected to generate $100 million through a deal with a leading Chinese retail group.

Port code ‘fair, transparent’

 The GrainCorp Ltd. logo is displayed outside a warehouse used for holding grain for export, at the Port of Portland, in Port...

NEW Port regulations won’t impose “unnecessary regulatory burdens”, Barnaby Joyce says.

New jobs for Maffra

Australian Fresh Salads, Mafrra

THE Victorian Government is spending $200,000 on a salad company which plans to create 20 new jobs.

Emerald Grain buys up Ardlink

 AWB Grain Handling. Harvest. Sea Lake.

EMERALD Grain is buying the Ardlink grain storage and receival site at Ardlethan in NSW.

Bega in Chinese UHT deal

21/07/2006 NA: Jersey cows on the Hicks family dairy farm just out of Mooroopna. Dairy Awards. Pic. Zoe Phillips

BEGA Cheese is expected to generate $100 million through a deal with a leading Chinese retail group.

New blood fights for first flag

GFL PRELIMINARY FINAL

THE Geelong Football League will crown a first-time premier regardless of this weekend’s grand final result.

Emerald Grain buys up Ardlink

 AWB Grain Handling. Harvest. Sea Lake.

EMERALD Grain is buying the Ardlink grain storage and receival site at Ardlethan in NSW.

Axion 800 in a Claas of its own

 Axion 800 Claas tractor, built in France, former Renault factory, just won tractor of year and machine of year, 2013, at Agr...

VICTORIAN and southern NSW producers at Henty will be the first to see the all-new Claas Axion 800.

Easy life, easy rider

Grasshopper Advntures

JASON Williams turned a few thousand dollars on his credit card into a successful business.

Editor’s Letter: September 2014

Natalee Ward. Weekly Times. HWT staff.

I’M not one to be sucked in by outlandish statements or broad generalisations but I just love this one: “Deep down, everyone wants to be a farmer.”