About the report

The Uncorking new opportunities for Australian Wine in Japan and South Korea report was prepared by Starburst Insights on behalf of Australian Grape & Wine. It was funded through a Commonwealth Government grants program.

The report provides Australian winemakers with current consumer insights and market information for two important export markets: Japan and South Korea. It focuses on:

• consumer understanding of the wine category
• perceptions of Australian wine in each market

Report summary April 2022

The research outlines how consumers in Japan and South Korea perceive Australia and Australian wine. It identifies the sector’s strengths and weaknesses in these markets and highlights future opportunities for growth.

The insights are designed to support the Australian grape and wine sector in building its presence in these markets. They also support the work of Australian Wine Ambassadors in Japan and South Korea, funded through the ATMAC program.

Key take-outs for wineries

• Make premium wines more accessible to consumers
• Create new ‘everyday special’ consumption occasions
• Position Australian wine as the ideal choice for ‘everyday special’ moments

Source

The report was prepared by Starburst Insights on behalf of Australian Grape & Wine, with funding from the Department of Agriculture, Fisheries and Forestry through the Agricultural Trade and Market Access Cooperation (ATMAC) grants program.

It is published on the Wine Australia website with permission from Australian Grape & Wine. Further details are available on the Australian Grape & Wine website.