Diversifying the market for Australian wines is bearing fruit

The Morrison Government is supporting Australian winemakers reach new international customers to support local jobs and businesses.

Australian winemakers are reaching new customers by embracing innovative approaches to marketing and distribution, including virtual wine tastings, partnering with celebrity spokespeople, and working with sommelier groups in overseas markets.

There are more than 2,300 wine producers in Australia and the sector supports more than 163,000 jobs across grape growing, wine manufacturing and wine tourism. Australian wine exports were worth $2.9 billion in 2020.

Minister for Trade, Tourism and Investment Dan Tehan said wine sales to non-traditional markets had increased in the March quarter.

“Sales to the Netherlands were up 63 per cent to $20 million and sales to South Korea were up 133.6 per cent to $13.6 million,” Mr Tehan said.

“Australia’s world-leading winemakers are adapting to challenging trading conditions and it’s positive that our winemakers are diversifying their customer base.

“Our Government’s $72 million Agri-Business Expansion Initiative is supporting winemakers to expand their international markets, access market intelligence and matched grants for government and industry associations to work together on market expansion.

“While tariffs on Australian wine exports into the United Kingdom will be eliminated immediately under the Free Trade Agreement making Australian wines more attractive

and competitive.”

Moorilla Winery in Tasmania participated in a virtual wine tasting event organised by Austrade’s office in Taipei along with five other wineries.

Moorilla Chief Winemaker Conor Van Der Reest said the winery sent its first shipment to Taiwan in February, with another shipment in the order stage and another party seeking samples.

“The Taiwan event has been very good for us. We have sent our first order, another one is in the order stage and another party seeking samples,” Mr Van Der Reest said.

“We would like to thank Austrade for all for your help and support. It’s been a fantastic reception for our brands and I think Tasmania in general.”