Bottled wine exports are growing in higher price segments in major overseas markets such as the US, in what's been dubbed a positive sign for the Australian wine industry.
Australian wine exports grew in both volume and average value, with the volume of Australian wine exports up two per cent to 719 million litres (valued at A$1.85 billion), according to the latest Wine Export Approvals Report March 2013, released by Wine Australia.
The figures show that Australian wine exports are showing some positive signs despite the continued challenges of a strong Australian dollar, according to Wine Australia’s general manager market development, James Gosper.
“In the US, we’re starting to see a real change in sentiment. Not only are the top wine commentators and distributors talking more positively about Australian wine, but exports have increased at the higher end, albeit off a smaller base,” he said.
“Exports to the US above A$7.50 per litre are up two per cent to 4 million litres and importantly, the growth in this segment was spread out over a wide number of exporters. Of the 171 companies exporting at this price segment, 111 recorded growth.
“For those wine producers who have continued to support the US, the premium wine message is starting to achieve cut-through, although there is still significant work to be done."
According to Gosper, exports to Canada in the above $10 per litre segment were up two per cent and the growth at this top end was shared by almost two-thirds of the 200 exporters in that market.
He said that while exports to China dropped by three per cent overall, this was driven by major declines at lower price segments.
“Exports to China at the top end continued to achieve double digit growth, although the rate of growth is starting to slow,” he said.
The number of wine exporters for the year ending March 2013 also increased by 10 per cent from 1,274 to 1,395 with China recording the largest number of exporters (927), ahead of the UK (274), Canada (264), the US (218), and Germany (115), according to the report.
Mr Gosper said the growth in wine exports at higher price segments and the increase in the number of companies exporting wines were both positive indicators for the Australian wine sector, but the industry remained cautious.
“Wine Australia continues to work closely with wine producers to build a stronger perception of the quality and diversity of Australia’s wine offer through educational programs such as the A+ Australian Wine School and Sommelier Immersion Program, Landmark and other themed tastings and masterclasses, trade fairs and events, the Visitor Program, relationship building and communication through the right channels.
“Central to these efforts will be Savour 2013 – Australia’s first ever global wine forum – which will be held in September and will bring together the global wine trade, lifestyle and wine media and Australia’s wine producers to challenge the commonly held perceptions of Australian wine and uncover the business case for it,” Gosper said.
