USA Market Entry Program 2017-18
USA Market Entry Program 2017-18
Market Entry Program 2017-18 01 Jul 2017 - 30 Jun 2018
United States

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$42.2 billion and 20+ years of consecutive volume growth. According to IRI (52 week food & drug ending 2 Oct, 2016), Australia is the #2 importer of wine into the United States, trailing only Italy. While traditionally Australia has built market share off the back of export brands priced under $US 8, Australian wines priced between $US 8 - $US 25 are all showing robust category growth. This, coupled with a favourable $A/$US exchange rate, 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 17 - 18, 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.

Click here or an overview of the challenges and opportunities facing wineries in the US market, as well as an overview of program deliverables.

Register for North America market programs.

Register by: 30 June 2017 or until spaces fill up
Payment by: 30 days from July 1 start date

Please refer to Terms & Conditions


Wineries interested in entering or re-entering the US market


Importers, trade, distributors and media

Cost (AUD) ex GST


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.
  • 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 2017 - 18. 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, utilising shared trade, agency, and media resources.

Program deliverables:

  • Market strategy: clarify brand and pricing strategy advice and ensure clarity in brand strategy which is adapted to the complexities of the three tiered system.
  • Trade exposure: identify and target suitable import and distribution partners identified in US market strategy and facilitate subsequent meetings.
  • Understanding your route to market options via the three tiered system, alternate routes to market or a combination of both of them.
  • Attendance at industry trade events (e.g. Prowein) to support importer meeting facilitation 

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 routes to market by the end of the program duration

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.

* Please be aware there will be a selection process to the program, after you have registered your interest.

Exact activities for 2017 - 18 are subject to change dependant on participation numbers and opportunities arising after print. 

Upcoming events