Exports of Aussie wine boom in 2015By Neal Baker
The value of Australian wine exports grew by 13% in the year to the end of March, continuing the long-term premiumisation of the country’s produce.
Wine Australia CEO Andreas Clark said, “It is very pleasing to see the increasing demand for premium Australian wines, particularly in Asia”.
Exports to Japan increased by 10% to AUS$45 million, including encouraging growth at higher price points.
The United States remained Australia’s number one destination for wine by value, increasing by 4% to $442 million.
China overtook the United Kingdom in the second spot, increasing by 64% to $397 million.
“Bottled wine exports grew by 16 per cent to $1.7 billion, the highest value in five years”, Clark said. “There was growth in bottled exports at all price points, but growth was strongest at the higher end.
“Exports above $10 per litre increased 32% to $492 million, which is a record level for exports in this segment.”
Sue Henderson, commercial director at Howard Park Wines, said export success is down to an understanding of market dynamics ensuring a high quality product.
“It’s vital to understand the competitive nature of the market. The consumer demand, trends and understanding where your products compare against the competition are all key elements to success.
“It sounds simple, but it’s not; comprehensive research can reduce the risk and increase the probability of success. Building relationships with key players in the market is critical, as these contacts enable entry to market.
“The foundation to success however is always the quality of the product; this is the most important ingredient for building export growth. The reality is that we have to compete with world class winemakers, in global markets and that’s challenging.”
In the year to 31 March, where the variety appeared on the label, 72% of these were single varietal wines. Single varietal bottled exports grew by 14% to $1.1 billion.
The top five most exported varieties – Shiraz, Cabernet Sauvignon, Chardonnay, Shiraz/Cabernet Sauvignon blend and Merlot – account for 70% of the value of varietal-labelled exports.