Wine Australia is committed to offering support to wineries seeking to overcome the challenges of entering the USA market.
Australian wineries seeking an importer were invited to participate in the New to Market Showcase, a tasting and networking event held in New York City in September 2019.
The New to Market showcase was supported by a seminar held on the 23 July, 2019 in Adelaide, which was designed to prepare wineries entering the USA market.
Australian wineries seeking an importer were invited to participate in the New to Market Showcase, a tasting and networking event held in New York City in September 2019.
New to Market Showcase components:
New to Market Seminar: 23 July 2019 - Adelaide, Australia
The New to Market seminar, was a component of the New to Market Showcase program and provided participants with a practical understanding of how the USA market works for new-to-market brands. The seminar highlighted the fundamental realities of this complex market and how the wineries could best position themselves for success when entering the US market.
The seminar provided wineries with the guidance they needed to effectively present to potential importers and increase their success rate in obtaining representation.
Topics included:
- The US market: opportunities and challenges
- Scoping out the size of the prize and market potential
- The honest truth of the challenges (size, expense and the barriers of the three-tier system)
- Understanding the three-tier system
- Traditional importer market
- Compliance-based importer
- Direct to consumer
- A brief primer regarding USA market compliance and logistics will be included
- Targeting the USA market
- Regional vs. national approach
- Varietal mix
- SKU assortment
- Market support
- Pricing
- Taxes, margins and support
- USA market investment
- Market visits
- Regular engagement in the USA market
- Investment spending
- USA market case studies and a Q&A
All confirmed participants in the New to Market Showcase program were encouraged to attend the seminar to maximise their investment and position themselves for success.
New to Market Showcase: 18 September 2019 - New York City, USA
Invitation only
The New to Market Showcase brings Australian wineries across multiple regions and price points to meet a select group of targeted importers from the USA.
With exclusive access to the multi-sensory Far From Ordinary event space, importers will be transported to Australia, to experience your brands in an innovative, multi-sensory setting.
Participants will get to meet each importer in a ‘speed dating’ format, whilst also having networking time at the end.
For travel and accommodation recommendations, please contact aussiewinemonth@wineaustralia.com
Registration is now closed
Official registration for the New to Market Showcase opened on the 5 of April 2019 ACST and closed on 30 April 2019.
If you have any further enquiries or are interested in participating in this program past the registration period, please contact aussiewinemonth@wineaustralia.com for more details.
Showcase costs and information
Key dates:
- New to Market Seminar: 23 July 2019 - Adelaide, Australia
- New to Market Showcase: 18 September 2019 - New York City, USA
Cost: $5000 EX GST AUD
Payment Due Date: 31 July 2019
Wine requirements
Please note: exhibited wines must be in the $15 AUD and over price range. You may exhibit up to 5 SKUs.
What you get for your investment
- One table at the New to Market Showcase event in New York City
- One ticket to the Adelaide seminar
- Event marketing handled by Wine Australia
- Glassware, spittoons and table signage
- Contact information for importers attending (supplied after the event)
Frequently asked questions
New to Market Showcase Frequently Asked questions
By participating in the USA New to Market Seminar and Showcase, your fee covers the following:
- Consolidation of wines for shipment into the USA market
- Participation in the New to Market Seminar included the WA hosted dinner.
- Participation in the New to Market Showcase. Only those who are part of the NTM program will be invited to attend.
- Follow up conversation with Wine Australia to assist with market guidance
What’s not covered in the participation fee:
- Travel and accommodations to/from Adelaide for the New to Market Seminar
- Travel and accommodations to/from New York City for the New to Market Showcase
- Costs of FDA registration and COLA waivers as directed by ASE
No, Wine Australia does not guarantee a positive commercial outcome through participation in the New to Market Seminar and Showcase. Each winery is responsible for the commercial outcomes in the market.
Participating wineries will be able to send their wines to the US market under a COLA waiver, participate in the New to Market Seminar in Adelaide as well as the New to Market Showcase in NYC.
Yes, you may display multiple brands. However, you are restricted to 5 SKUs so you will need to plan accordingly. If you want to show additional wines, you will need to purchase an additional spot in the program.
Each winery participant can bring in up to 5 SKUs.
Each SKU will need a COLA waiver. You must send 6 bottles per SKU in a 6 bottle case pack under each COLA wavier. Therefore, your total quantity of wine would be 30 bottles if you choose to showcase 5 SKUs.