The Australian Wine market in the UK is in a state of growth and change. Leading trade members give their view of the market and the opportunities ahead.
Australian wine has changed beyond all recognition in the past few years. Styles have evolved and become more elegant and food-friendly as cool climate wines become ever more widely available. The range of varieties on offer has exploded and the traditional classics, such as Shiraz, Chardonnay and Cabernet Sauvignon, have been joined by a throng of new, or at least newly appreciated, ones including Fiano, Sangiovese and Tempranillo. Add into this melange consumers' desire for authenticity, typicity and individuality from their Australian wines - a welcome trend that's seen the price of Australian wine rise in the UK - and you have a market that's buoyant, increasingly diverse and exciting. To see how these trends are affecting the UK market for premium Australian wine, we spoke to a number of leading wine professionals to share their thoughts on the current scene and to give us their insights on what might be the next big thing...
The wine writer's view: Jamie Goode
Leading wine writer and Wine Australia guest blogger, Jamie Goode, sees change in all areas but highlights the need for yet more education - particularly when it comes to Australia's diverse wine regions. What's the most exciting thing about Australian wine in the UK at the moment? The emergence of small, artisanal producers, and the way that the Australian wine offering has gone from monochrome to colour. Are you seeing any trends in terms of varieties - are you seeing more 'new' varieties coming through or is it still the traditional wines that are dominating the market? We're not seeing them yet over here, but there's a lot of excitement about Nero d'Avola and Fiano in particular. The most exciting thing is wines of place, not the grape varieties necessarily. We talk a lot about the rise of premium Australian wines - do you get the sense that UK consumers are willing to pay more for Australian wine these days?
Certain segments, yes. Supermarket shoppers aren't, but if a wine is interesting and authentic, then people will pay more in wine shops and restaurants.
Is there a need/opportunity for more consumer education on Australian wine particularly around regional identities and emerging varieties? I think there's a need for more education around the different regional identities.
What do you see as the opportunity for Australian wine in the UK over the next 12 months or so?It's for more emphasis on place and terroir. Sadly many in Australia are terroir deniers and don't recognise the importance of soils. I think there's a lot of opportunity for wines that are elegant, precise, and showing a sense of place.
The sommelier's view: Clement Robert MS
When it comes to driving change and educating and influencing wine lovers, the on-trade has a huge role to play - especially in the premium and ultra premium sectors where consumers often need expert introductions and guidance. Master Sommelier and wine buyer at 28:50, Clement Robert, sees a growing appreciation for the value of premium Australian wines, but also sees a need for more consumer education in this key sector.
What's the most exciting thing about Australian wine in the UK at the moment?
That there is a buzz in the trade about the exciting new wines and producers in Australia, the long awaited move away from the big brands dominating the UK message. It’s following well on the heels of what has made South Africa exciting in the past 3 years and is largely due to the Artisans.
Are you seeing any trends in terms of varieties - are you seeing more 'new' varieties coming through or is it still the traditional wines that are dominating the market?
Still very traditional for us with Shiraz and Chardonnay dominating, and Pinot Noir has been very popular out of Victoria, but encouraging to see some very good quality through on alternative varieties following a few years of sound, but not exciting wines, especially as early plantings began to mature. Promise emerging with Grenache blends and other blends incorporating a traditional and alternative varietal, such as Shiraz/Sangiovese blends with Touriga. Sangiovese is generally more interesting than Tempranillo, juicier with better acidity. I have even tasted a decent Saperavi. On the whites, some better versions of Vermentino and Fiano are appearing too. I really think we will see more interesting blends than single varieties over the next few years.
We talk a lot about the rise of premium Australian wines - do you get the sense that UK consumers are willing to pay more for Australian wine these days?
Never been a problem from our perspective, but its nearly always aligned to a strong brand and time in the market, Penfolds, Henschke, Giaconda, Rockford do particularly well at £40+, with wines like Tolpuddle and Clonakilla doing okay at times. The likes of Kooyong Clonale, Vasse Felix sell well at lower prices. It takes time to build a brand in the UK. Premium prices for newer entrants are tough to justify. I think Australia produces some terrific wines between £20-30/bottle.
Is there a need/opportunity for more consumer education on Australian wine, particularly around regional identities and emerging varieties?
I’m not convinced that more education is the key. More fun and excitement certainly is. People want to discover interesting/exciting wines without necessarily caring or knowing where they come from. Australian wine regions are better known but still not a driving factor behind sales of premium Australian wines, only within the context of a region reinforcing the expectation of a certain style of wine that the customer is looking for, e.g, a powerful Barossa red or elegant Yarra Pinot Noir.
What do you see as the opportunity for Australian wine in the UK over the next 12 months or so?
Be fun and exciting and show a range of styles and flavours behind non-varietal Shiraz and Chardonnay, and create some interesting and innovative blends. South Africa has succeeded with wines where the varieties are subjugated to reduced importance below the story of the brand/winemaker/region/blend.
Education, innovation, experimentation - the keys to continued UK growth
As one might expect of a multi-million pound market, the UK's market for Australian wine is complex, vibrant and, it would appear, laden with opportunities. What those precise opportunities are and how they can be realised varies from sector-to-sector, perspective-to-perspective. But the overall sense - the trend if you will - is one of excitement; excitement as to the myriad opportunities and excitement that Australian wine has, as Jamie Goode put it, 'Australian wine has got its mojo back...'
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