Home' National Liquor News : NLN JUNE 2016 Contents 22 | JUNE 2016 NATIONAL LIQUOR NEWS
INVESTING IN A PROSPEROUS
AUSTRALIAN GRAPE AND WINE
The Australian Government has announced an
investment of $50 million over the next four years to
support Australian wine export growth and domestic
wine-related tourism. Wine Australia welcomes this
initiative, which comes at an exciting time for the
Australian grape and wine community.
Wine exports are an important part of the Australian
economy. Recently, we released our Export Report for
March 2016, which showed that wine exports have grown
13 per cent in value to $2.1 billion in the last 12 months.
Particularly pleasing is the increasing demand for
premium Australian wines. Bottled exports grew 16 per
cent to $1.7 billion -- the highest value in five years --
and growth was particularly strong at higher price points.
Exports above $10 per litre increased 32 per cent to
$492 million, which is a record level for exports in this
segment, and wines with an FOB of $50 per litre or higher
now make up a third of all exports over $10 per litre for
the first time.
We also continue to see solid growth in the three
markets with recent free trade agreements -- China,
Japan and South Korea. It is encouraging to see the
increased interest in our fine wines across the world.
Wine-related tourism is also an important part of
the grape and wine sector and an integral part of
Australia's tourist offering. Each year, it accounts for
15.8 million domestic visitor nights and 44.2 million
international visitor nights, and contributes $9.2 billion
to the economy.
The grape and wine sector is a vibrant part of
Australia's regional culture. It brings together a unique,
high-quality product that is created in 65 wine regions
across Australia by highly skilled wine grape growers
Overall, the Australian wine sector was shown earlier
this year -- through independent economic research
commissioned by Wine Australia -- to contribute $40.2
billion to the value of gross output to the Australian
economy and support 172,736 full- and part-time jobs,
most of which are located in regional Australia.
We look forward to working closely with the Australian
grape and wine community to design and implement
initiatives that will support export growth, boost wine-
related tourism to our wine regions, and increase our
sector's contribution to the Australian economy.
Treasury Wine Estates (TWE)
has launched Blossom Hill,
one of the UK's most popular
wines, in Australia through
The initial launch comprises
four wines: Rosé, Moscato,
Sauvignon Blanc and Shiraz.
TWE's managing director for
Australia and New Zealand,
Angus McPherson, said that
he believes the wines will
help attract consumers into
the wine category and using
independents will mean the
brand is replicating its pathway
to success from the UK.
McPherson said: "I look
at Blossom Hill and its
brand proposition, which is
really around accessible, fun,
wines that are really taste
dominated. Wines that are crisp, vibrant, lively, luscious and fresh and I saw a clear opportunity within
our portfolio that complemented the rest of TWE's portfolio.
"It's a brand that is targeted a bit more at the millennial consumer, a little bit more female
dominated, but not completely female dominated, and also a brand that is really around, 'how do
we bring more consumers into the wine category?'
"You look at what Blossom Hill has done in the UK and you look at the varietals, taste profiles,
bringing new people into the category; and we've looked at it and it just felt like it made complete
sense to bring it to the Australian market for what it can do for the category and for Treasury
In terms of what retailers can expect from TWE regarding support for the launch, McPherson
said there will be a big push to get consumers trying the wines.
"A big part of Blossom Hill is taste and a key element of what we will be doing is a really big
tasting program," McPherson said. "The second part is that you look at who the target audience
is and social media will play a key role. The brand in the UK has got a very large social media
presence and that will be a key platform for us, communicating the brand proposition and what
the brand is about."
ROSEMOUNT ROLLS OUT ONE-LITRE BOTTLE
Rosemount Estate has launched a new range of wines for independent retailers,
available in one litre formats.
The Rosemount Signature Collection comes in four single varieties: Chardonnay,
Sauvignon Blanc, Rosé and Shiraz.
Rosemount Estate marketing manager, Tasha Harp, said: "The one-litre format of the
Signature Collection offers great value for wine drinkers shopping for quality wines and
popular varieties from a trusted brand. The slightly larger bottle is great for sharing and
enjoying a relaxing drink at home at the end of the day.
"The one litre bottled wine category is growing and now accounts for the equivalent
of 1.3 million cases annually in Australia. We believe this growth comes from the ideal
balance between the value of a larger format with the quality of a bottled wine."
The new wines have a $9.99 RRP and are now available in independent retailers.
Links Archive NLN MAY 2016 NLN JULY 2016 Navigation Previous Page Next Page