About the report

The Uncorking new opportunities for Australian Wine in Japan and South Korea report has been prepared by Starburst Insights on behalf of Australian Grape & Wine, using funding received through a Commonwealth government grants program, to provide Australian winemakers with fresh information and consumer insights for two critical export markets.

The report highlights key consumer understandings of the wine beverage category and the perception of Australian wine within these two markets.

Report summary April 2022

The new research presented in the report reveals current consumer perceptions around Australia and the Australian wine category and provides Australia’s grape and wine sector with unique insights into its perceived strengths and weaknesses, and critically, into the potential opportunities for Australia in these markets in the future.  This information will also provide critical support to the Australian Wine Ambassadors in Japan and South Korea, both of which were also funded by the ATMAC program.

Key take-outs for wineries from the report:

• Make premium more accessible
• Introduce new ‘everyday special’ occasions
• Position Australian wine as the ideal country for ‘everyday special’

Source

This report has been prepared by Starburst on behalf of Australian Grape & Wine, using funding received through the Department of Agriculture, Fisheries and Forestry’s Agricultural Trade and Market Access Cooperation (ATMAC) grants program. The report is provided on Wine Australia’s website with permission from Australian Grape & Wine. More detail on the report can be found on the Australian Grape & Wine website.