Explore Europe 2022-23

Open to all wineries, Explore Europe runs in February 2023

The program focuses on Ireland, Germany, Netherlands, Poland, Denmark and the Nordics, with market briefings, panel discussions, insights, and targeted marketing to importers and agents.

We will be running six market briefings, each one looking at a different region. The briefings have been designed to clearly portray the current markets as they are, and how to navigate them and create opportunities.

The briefings will provide information and insight into different facets of the market, such as consumer trends, on- and off-trade, the monopoly and the importer landscape. We will look at the structure of the trade, channels of distribution, and the latest facts and figures. This will prepare you on how to go to market, your pricing strategy, category performance and in-market opportunities so that you can tailor your message for appointments with customers.

Following the market briefings, we will be talking to agents and importers through dedicated emails, sharing your wine story and proposition. This part of the program is all about encouraging agents and importers to browse and make connections with participating wineries.

Market Briefings

The Netherlands

7 February 2023

Presented by Cees Van Casteren MW, Wine Consultant.

The Netherlands is the fourth largest imported wine market in Europe, and third behind Germany and Denmark for imports of Australian wine by volume and value. Upper price points are in growth, driven largely by its older wine drinking population.

Denmark

8 February 2023

Presented by René Langdahl, Wine Writer and Educator.

Of the European markets, Denmark is second only to Germany for imports of Australian wine by volume and value. A unique market where a large proportion of younger people drink wine. Its strong independent wine shop scene, on-trade and fine dining drive higher price points, and there is a lot of interest in natural and low intervention wine styles.

Ireland

9 February 2023

Presented by Harriet Tindal MW, Director of Fine Wine at Tindal Wine Merchants and Lynne Coyle MW, Wine Director at O'Briens Wine.

The market has fluctuated over the last few years, but the economy is strong with investment from companies moving out of the UK, especially in the finance sector. There is good growth in mid-price points, and a number of strong Australian connections historically.

The Nordics

14 February 2023

Presented by Madeleine Stenwreth MW, Wine Consultant, and Marie Hultin, Systembolaget purchaser in Sweden.

Finland, Norway and Sweden are important markets for Australian wine. These regions are similar in certain aspects and vastly different in others. The monopoly system is challenging with the tender process but can be rewarding if listings are gained. There is strong interest in premium wine, particularly in Norway, and for certified organic wine especially in Sweden.

Germany

15 February 2023

Presented by Thomas Curtius MW, Wine Consultant.

Germany is the biggest imported wine market in Europe, and according to Wine Intelligence, wine consumption frequency increased prior to the COVID-19 pandemic and has remained at an elevated level. Average price points are low and discount retailers dominate, however there is growing sustainable demand from consumers.

Poland

16 February 2023

Presented by Ania Plawinska, Senior Business Development Manager at Australian Trade and Investment Commission (Austrade).

With sustained growth in still wine consumption, The Global Compass recently ranked Poland as the fifth most attractive wine market in the world. Australian wine exports to Poland are up by volume and value. The market is driven by the commercial end, but Poland also imports premium wine from stock held in Europe so actual sales are higher than direct imports would indicate.