Australia has “critical role” to play in China

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

Responding 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.”