Australia has “critical role” to play in China

29th August, 2014 by Rupert Millar

Australian Vintage’s general manager, Cameron Ferguson, has said that Australia’s role in the future of wine in China will be “critical”.

McGuiganResponding to questions from the drinks business about Australian Vintage’s recent deal with Chinese retailer COFCO for its McGuigan brand, Ferguson said that Australian wine was, “aspirational for the Chinese wine drinker; it’s about our clean, green lifestyle, nature and outlook for which the Chinese have an affinity.”

He continued: “There is no doubt that Australian wine will play a critical role in the future of wine in China. Currently, Australia sits at number two after France for imported wine in China – and it’s not just the kangaroos and koalas that have gotten us there.

“The very fact that COFCO has created an International Wine Division is testament to the developing palate of the Chinese wine consumer – COFCO recognises that international wine brands have an important role to play in driving the Chinese wine market forward, and we are delighted to be partnering with such a committed and dedicated distribution partner.”

There is no doubt that McGuigan’s partnership with a retailer the size of COFCO will be of enormous benefit to the brand itself and Ferguson said the company expected to see, “revenue above average market growth and a solid improvement on our existing positive performance in the market.”

in order to get there, however, he added that: “We intend to work very closely with COFCO’s teams to implement an all-encompassing sales and marketing program that will help us reach the substantial targets we have set ourselves.”

2 Responses to “Australia has “critical role” to play in China”

  1. Butz says:

    I have been in the offices of COFCO in Beijing and that was 4 years ago, already with an international wine devision.

    The first question of the buyer, a very elegantly dresses young gentlemen asked me about the prices, how much support we could offer for product unknown and new for the Chinese Market. The he asked about the popularity of the Wine and if the is as much know as O…One.?

    Well, i left some of the best samples in his office ( Napa Valley Appellation ), contacted him a few days later and never heard anything anymore.

    I am a Swiss National with a Wine Education and many years of experience.

    I will never ever try or sell wine to China again. In 10 years the market will be ready if the revolution has not taken place.

    Another typ for any person knowledge enough about wine would never sell 2007 Bordeaux Appellation for $ 1.65, true Wine is over but the price is right.

    Enjoy.

    Butz

  2. BRIAN RAUE says:

    Hi Butz,

    You should have persisted longer and most likely made a sale!
    I have sold wine in China for over 20 years with great success. Not easy at first but you have to hang in and work with the right importer. COFCO are a huge company with big potential so you gave up too soon.

    Brian Raue

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