Growth in all price points for bottled wine as China becomes highest value market
Market Bulletin | Issue 32
The Wine Australia Export Report for the year ended September 2016, released last week, shows that the value of Australian wine exports has increased by 10 per cent to $2.17 billion in the last 12 months.
This growth was largely supported by wine exported in bottles. Bottled exports grew by 14 per cent to $1.8 billion and the average value of bottled exports increased by 9 per cent to $5.47 per litre, a 13-year high.
The value of bottled wine exports increased at every price point, including the $10 and above segment that grew by 28 per cent to a record $547 million.
Table: Bottled wine exports by price segment
| Price segment (A$/litre) | Value | Added Value | Growth Rate |
| $2.49 and under | $36 554 355 | $4 155 392 | 13% |
| $2.50 - 4.99 | $758 582 440 | $44 716 954 | 6% |
| $5.00 - 7.49 | $273 056 149 | $42 904 392 | 19% |
| $7.50 - 9.99 | $142 915 232 | $6 013 466 | 4% |
| $10.00 - 14.99 | $162 962 224 | $25 578 623 | 19% |
| $15.00 - 19.99 | $82 641 623 | $16 148 651 | 24% |
| $20.00 - 29.99 | $77 931 974 | $21 433 847 | 38% |
| $30.00 - 49.99 | $49 670 038 | $17 660 234 | 55% |
| $50.00 - 99.99 | $129 852 782 | $34 595 953 | 36% |
| $100.00 - 199.99 | $11 415 300 | $1 826 012 | 19% |
| $200 + | $32 729 272 | $4 352 522 | 15% |
| Total bottled | $1 758 311 390 | $219 386 045 | 14% |
All export regions recorded growth in the last year, except for Europe, which declined by 3 per cent to $570 million. Northeast Asia is now our number one export region, growing by $177 million (35 per cent) to $678 million. North America was up by $21 million (3 per cent) to $639 million, while Southeast Asia grew by $15 million (11 per cent) to $152 million.
Mainland China has now surpassed the United States as Australia’s number one destination by value, growing by 51 per cent to $474 million. Contributing to the exceptional growth are the trade benefits of the China–Australia Free Trade Agreement and the growing Chinese middle class’ increased interest in wine.
More than a third of Australian wine exports priced $10 and more per litre FOB were destined for China (valued at $190 million and up by 63 per cent).
