Photo: Andre Castelluci / Wine Australia
Photo: Andre Castelluci / Wine Australia
US Market Entry Program 2018-19 01 Jul 2018 - 30 Jun 2019
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United States $10,000.00

Interested in entering the US market?

The thirst for wine in the US continues to grow unabated. The United States is now the largest wine market in the world, with a retail value of US$41.4 billion and 25 years of consecutive volume growth1. According to IRI (52-week food & drug ending 2 Oct, 2016), Australia is the #2 volume importer of wine into the United States, trailing only Italy2. While Australia has built market share off the back of export brands priced under $US 8 retail, Australian wines priced between $US 8 - $US 25 are all showing robust category growth. This, coupled with a stable $A/$US exchange rate (last 12-mo between $0.73 - $0.81), means there’s no better time to invest into the US market.

In response to market demand and renewed interest in the quality and diversity of the wines being produced in Australian regions, Wine Australia is continuing its successful Market Entry Program. Continuing in FY 18 - 19, Wine Australia will provide services designed to educate you about the intricacies of the US market (compliance, marketing, pricing and logistics) as well as assisting you in securing importation.

Download the US Market Program 2018-19 Overview deck for an overview of the challenges and opportunities facing wineries in the US market, as well as an overview of program deliverables.

Registration

Register by: 30 June 2018 or until spaces fill up
Payment by: 30 days from July 1 start date

Register here for North America market programs.

Please refer to Terms & Conditions prior to registering. Online registration assumes that the participant agrees to Wine Australia Terms & Conditions.

Participants Wineries interested in entering, re-entering or expanding their presence in the US market 
Audience Importers, trade, distributors and media
Cost (AUD) ex GST $10,000.00

Sources
1bw 166
2Gomberg-Fredrickson Report

What and how

The program provides in-market support to wineries interested in entering or re-entering the US market. It also provides in depth brand strategy support to wineries ready to move commercially in the market. Activities include:

  • Wine sample importation, compliance and logistics.
  • US market information and guidance.
  • Public relations and communications to trade and media including wine scoring and review (wineries must NOT have a current US importer to participate in the Wine Enthusiast program).
  • Participation in a dedicated US-based importer visit open only to those participants in the USA Market Entry Program.
  • Brand exposure via a dedicated e-news to importers, distributors, and trade.
  • Offer guidance regarding pricing and margin expectations in the US market.
  • Facilitation of meetings between winery and importer.
  • Individualised support services to review brand strategy, market opportunities, pricing and pitch preparation/support/assistance/follow-up.

Wine Australia will provide public relations and communications support including market guidance, sample importation, compliance and logistics, a tailored media engagement program, and importer, distributor, and trade outreach to assist entry-to-market and brand exposure needs.

Collaboration with importer brokers, media outlets and key trade and media contacts will be a central focus of the Market Entry Program in 2018 - 19. Shared costs within the Market Entry Program will allow wineries to obtain visibility, and trade and media activities for a fraction of the cost than if working alone.

Note: Wine Australia will not negotiate pricing or other winery proprietary business information. Wine Australia provides exposure and facilitation assistance only. 

Wine selection

Wineries select up to four SKUs to feature.

What do you get for your investment?

Wineries are guaranteed a comprehensive introduction to the US market, utilizing shared trade, agency, and media resources.

Program deliverables:

  • Market strategy: Simplify brand and pricing strategy ensuring your winery is competitively positioned for the US market.
  • Trade exposure: identify and target suitable import and distribution partners and facilitate subsequent meetings.
  • Importer Market Visit: meet with a diverse set of importers in Australia who are interested in expanding their Australian portfolio.
  • A full assessment of your route to market options via the three tiered system, alternate routes to market or a combination of both of them.
  • Wine Australia USA Market Entry attendance at Prowein and other major industry events to support importer meeting facilitation (cost of attending the event is not included the Market Entry fee)

What does success look like?

  • Development of in-depth US market strategy.
  • Routes to market, go to market strategy, pricing, programming and compliance.
  • Facilitate customer meetings, with the goal of securing long term importer partnerships by the end of the program duration

Testimonials

‘The USA Wine Australia Market Entry program has helped Serafino Wines jump-start our Global brand strategy in the US.

Through the Market Entry Program, Serafino has been able to gain a greater understanding of the complexities of the US market, as well as help formulate a complete strategy to expand into other crucial states in the US. Additionally, through the program we met multiple importers which is leading towards making an informed importer choice that best aligns with our brand.’

- Russell Gallagher, Serafino.

‘We joined the Market Entry Program after withdrawing from the US market 18 months earlier, with a view of identifying a better and more sustainable route to market. The Wine Australia team was fabulous in delivering exactly what we were looking for.  We gained valuable market data and insight and most importantly, Wine Australia introduced us to a network of companies engaged in and committed to the Australian wine category.  As a result of our participation in MEP, we are back in the US; enthused and reinvigorated by the opportunities and optimistic for the future.’

- Hamish Baldwinson, Vinternational.

‘Periscope Management has seen enormous benefit in being part of the Wine Australia’s Market Entry Program. The Wine Australia team offer an on-tap service of hard to obtain contacts across the American wine Import and Distribution game. The market varies greatly from state to state and can be difficult to navigate. Wine Australia provide in-depth market overviews & updates, advice, calculators & contacts and are excellent in their follow up and ongoing leads they deem best fit our business model. Facilitating face to face meetings in Australia & the USA with key Importers have been well organised and appreciated. An essential resource if you’re looking to crack the US market.’

- Nicole Gow, Periscope Management.

‘With the US market being one of the largest and as a result one of the most popular and competitive markets in the world for Australian Wine, entry for a new Winery is always going to be challenging and daunting. The Wine Australia MEP is perfect for wineries looking to diversify and expand into the US market. The program removes the significant amount of wasted time and resources that would otherwise be required to find the right US partner by identifying and introducing only potential US partners that share synergies with your business and possess the scope to meet your long term volume plans and expectations.

Wine Australia has a significant understanding of both the US market, and the intricacies of Australian Wine. This paired with their determination makes the journey both enjoyable and successful. I would thoroughly recommend any Aussie Wine business looking to enter the US market invest in the MEP.’

- Damian White, Shottesbrooke.

‘As a new importer, Wine Australia’s Market Entry Program has been a great tool in building a portfolio from scratch. The program offers a glimpse into who is hungry to get into the US, what their expectations are and what the people behind the brand are about. Wine Australia has been particularly adept at knowing what we as an importer are looking for and making sure those brands are on our radar. We have been extremely happy with our partnership with Wine Australia and The Market Entry Program.’

- Jonathan Troutman- Nine Liter Imports (US Based Importer)

Special conditions

  • Twelve bottles of each SKU will be required to complete the Market Entry Program.
  • Wineries will be responsible for the cost of shipping wine and any associated taxes/duties.
  • Wineries will be responsible for any additional travel or expenses associated with the program.

Participation is subject to availability. Participation is confirmed when a winery officially completes the online registration.

Exact activities for 2018 - 19 are subject to change dependant on participation numbers and opportunities arising after print. 


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