China is the most valuable market for Australian wine exports and the growth is expected to continue.
Mainland China is now the number one destination by value for Australian wine, accounting for 42 per cent of our total export value. In the last 12 months up to September 2019, Australian wine exports to China (including Hong Kong and Macau) had increased 18 per cent in value to $1.25 billion.
Global Trade Atlas figures for the year ended August 2019 showed that overall wine imports declined by 11 per cent in value (AUD), which has led to Australia eclipsing France as the number one source by value while Chile is the number one by volume in China.
China total wine imports by value from top seven countries of origin (MAT)
Australia has consolidated its position as a key provider of premium and fine wines to the Chinese market.
To capitalise on the market opportunities in China, we have a program of activities including those that target off-premise trade, online promotions, participation in consumer fairs, trade shows, trade roadshows and the Wine Australia China Awards, that recognises those wine professionals who have helped raise the profile of Australian wine in China.
Wine education is a key component of the China market programs
The rich diversity of the people, the places and the grape varieties that make Australian wine unique and special are explored in Wine Australia’s Australian Wine Discovered education program in China.
Nine education modules have been released in Chinese and are free of charge, allowing wine lovers to easily discover the history and evolution of Australian wines.
Find out more about what’s coming up in China here.
Australian wine exports to China reach new record
Wine Australia invests record $79 million on behalf of grape and wine sector in 2019–20
Global wine education redefined with the launch of Australian Wine Discovered
Export Market Guide - China