The United Kingdom (UK) continues to be the largest importer of Australian wine by volume.
The UK is the number one destination for Australian exports by volume, while Australia is the second largest importer of wine into the UK after Italy with 17 per cent of the imported volume in the 12 months to October 2016. Australia also holds the largest share of the off-trade market volume at just under 24 per cent. The UK off-trade market overall has been in decline in 2016, with IRI reporting a decline of 2.3 per cent by volume in the year to 22 December 2016; however, Australia's decline was less than half the overall amount at 0.9 per cent.
The value of Australian wine exports to the UK declined by 5 per cent in value in the year ended December 2016 to A$355 million. Despite the overall decline, growth in premium segments was evident with exports in the A$10 and above category increasing by 25 per cent to $28 million.
While the UK is the biggest destination in Europe for Australian wine exports, Australia also exports wine to another 31 European countries. Total exports to mainland Europe were steady at A$214 million in the 12 months to December 2016, while in the Nordic countries (Denmark, Finland, Norway and Sweden), exports grew by 4 per cent in value to A$67 million.
Wine Australia will target key markets and will deliver educational initiatives, trade tastings and consumer events. We’ll inspire enthusiasm for Australian wine among both trade and consumers via proactive communications, and working with visiting winemakers to share their Australian wine stories.
The Nordic Roadshow will again encompass master classes, and trade and consumer tastings in Finland, Denmark, Norway and Sweden. The biggest event on the UK wine calendar, our annual Australia Day Tasting (ADT) in January 2016, showcased more than 1000 wines to a record number of influential wine trade and media from across the UK and Europe earlier this year and will return again in 2017. We will also host smaller tastings in Dublin, Ireland and Edinburgh, Scotland.
In March 2017, Wine Australia will host a pavilion at ProWein in Düsseldorf, Germany. The 2016 event saw our largest contingent of Australian wineries to date at the prestigious international wine exhibition, with 46 wineries showcasing more than 500 wines on our stand.