Continued growth in Australian wine exports to Chinese mainland

In the 12 months to June 2016, Australian wine exports to the Chinese mainland grew by 50 per cent in value to $419 million. The average value of bottled Australian wine increased by 7 per cent to $6.49 FOB per litre – the highest in the top 7 imported countries of origin. Red wine is the most popular style, with Shiraz making up 52 per cent of varietal label claims exported. There’s been growth across the price spectrum, although wines priced at $10 and over per litre FOB have shown the strongest increase, up by 71 per cent in value. 

China is the fastest growing e-commerce market for wine in the world, Wine Intelligence reports in their blog ‘The Future is Now’. Buying wine online used to be driven primarily by the opportunity to save money, but now consumers expect not only a good price, but higher quality wine. Finding trusted retailers that provide good customer service is a driving force for consumers and something major retailers are using to leverage their business.