Continuing to build enthusiasm for our fine wines

Off the back of the Export Report December 2016 that showed our wine exports are at the highest average value since 2009, Australian wineries are engaging with influencers and continuing to build momentum in key export markets around the world.

London, Edinburgh and Dublin celebrate premium Australian wine

Growing interest in Australia’s premium wines in the UK and Ireland was reflected in this year’s Australia Day Tastings (ADT), with a large variety of fine Australian wines on show across the three trade tastings.   

Across the 3 ADT events, more than 1000 Australian wines were showcased. 

ADT 2017 highlighted the diversity of Australian wine and reinforced our reputation as a premium wine producer. 

Visitors at ADT tasted the latest vintages of some of Australia’s most iconic fine wines. In Dublin, iconic wines included Clonakilla’s ‘Hilltops’ Shiraz, Cullen ‘Diana Madeline’ and d’Arenberg’s ‘The Dead Arm’ Shiraz. Guests at the Edinburgh ADT experienced Australian fine wines including Clonakilla’s ‘Hilltops’ Shiraz, d’Arenberg’s ‘The Dead Arm’ Shiraz and Henschke’s ‘Julius’ Riesling.

In London, guests had the opportunity to taste fine Australian wine including Penfold’s ‘St Henri’ Shiraz, Clonakilla’s Shiraz Viognier, Tyrrell's ‘Vat 1’ Semillon and Henschke’s ‘Julius’ Riesling. Super-premium wines were also on show in London, with Torbreck Descendant, Calabria ‘The Iconic Grand Reserve', Jim Barry Wines ‘The Armagh’ Shiraz and Bird in Hand ‘MAC’ Shiraz.

The Wine Australia Export Report December 2016 showed that the UK market saw strong rates of growth in exports of our higher priced wines. Exports priced at $5 or more per litre grew by a healthy 23 per cent to $68 million. The growth was even stronger for exports at $10 or more per litre, which grew by 25 per cent to $28 million, double the 20-year low in 2013.

In 2016, the value of our exports to Ireland increased by 24 per cent to $16 million with exports at $5–7.49 per litre up 97 per cent to $2 million.

Master classes explore the diversity of our fine wines

 
Wine Australia partnered with Austrade in January to present three exclusive master classes in the key export markets of Hong Kong, Singapore and Malaysia. 

Each master class was individually designed to provide guests in three cities with the opportunity to explore Australia’s distinctive fine wines in intimate restaurant settings.

Guests in Hong Kong took part in the ‘Old Vines, Aged Wines’ master class, exploring how Australian wines develop over the years and comparing two wines – younger and older vintages – of the same wine from the same winery. 

In Singapore, Mark Davidson and Lim Hwee Peng led guests through ‘Old Vine and Classic Wines’, a tasting of wines that were carefully selected to highlight the character of old vines and to generate discussion about what constitutes a classic fine wine.

Kuala Lumpur experienced ‘Australian Gems’, Wine Australia’s first ever master class in Malaysia. The tasting demonstrated the diversity and dynamism of Australian wine today, through a focus on classic and regional heroes from across our wine growing regions. 

A networking event was held after each master class and provided another engaging opportunity to discuss our fine wines with peers in the three cities. 
 
The Export Report December 2016 showed that the value of Australian wine exports to Hong Kong fell 16 per cent to $110 million. However, some of this decline may be attributed to some exporters now shipping directly to mainland China due to the reduced tariffs as a result of the China–Australia Free Trade Agreement. Average value to Hong Kong increased by 4 per cent to $13.63 per litre – the highest average value among the top 50 destinations that Australia exports to.

In 2016, Australian wine exports to Singapore increased by 16 per cent in value to a record $69 million and in volume by 5 per cent to 5 million litres. Exports are heavily weighted to the high-end price segments, with 78 per cent of export value in wines priced at $10 per litre or more FOB. Exports in this price segment grew by 32 per cent to $54 million. 

In 2016, Australian wine exports to Malaysia decreased in value by 1 per cent to $54 million and average value declined by 2 per cent, following a stunning 44 per cent value growth on average in the last two years. The average unit price is still relatively high at $11.82 per litre. Australia is by far the top-ranked imported wine category in Malaysia with 41 per cent share of imports ahead of France with 12 per cent.

Wine Australia’s next activities in this region are the new-to-market Australian wine showcases in Malaysia and Taiwan in late May. These user-pay activities are in response to local wine importers’ rising interest in ‘new’ Australian wines. For more information, see our Malaysia and Taiwan event details.  

Illuminated Seminars & Winter Trade Tastings – Toronto & San Francisco

Wine Australia’s annual Winter Trade Tastings returned in early February, bringing more fine Australian wines and exciting discoveries than ever before to Toronto and San Francisco. 

In both cities, Illuminated seminars showcased an exciting flight of wines that were selected by the local panellists and presented to buyers and media. These were the wines that inspired our influential panellists to take a closer look at the wines, regions, styles, and winemaking practices of Australia today and their stories and experiences made for compelling and truly unique seminars. 

In San Francisco, the seminar was followed by the Winter Trade Tasting where over 250 members of trade and media tasted 228 of Australia's exciting fine wines from 75 wineries and 25 regions. This was complemented by three blind tasting tables that challenged attendee’s perceptions of Australian wine and the Illuminated panel showcased their selections to the broader trade to ensure a robust and exciting day of immersion into Australian wine. 
    
Similarly, following the Illuminated seminar in Toronto, 85 members of the trade and media explored Australia’s history, evolution and revolution as they tasted more than 55 wines from an exciting cross-section of producers, regions and styles. 

The positivity and excitement for premium Australian wine continues to build momentum in North America. As demand in these two major export markets grows, so do the opportunities for discovery of Australia’s diverse wine styles, GIs, and premium offerings.

In 2016, exports to the US increased by 3 per cent to $458 million, driven by a rise in the average value of bottled wine exports, up by 9 per cent to $3.95 per litre FOB. These figures support the perception that a shift to more premium Australian wine offerings is gaining momentum.

In Canada, exports fell by 0.2 per cent to $193 million in 2016. However, the market saw a 4 per cent increase in average value to $3.15 per litre FOB. Australian exports to Canada remain in an upward trend, with the last quarter of 2016 seeing a 3 per cent increase in volume and a value increase of 5 per cent.