Home' National Liquor News : NLN DEC 2016 Contents PROWINE CHINA
24 | DECEMBER 2016 NATIONAL LIQUOR NEWS
ustralian wineries noticed
a number of key trends
among the Chinese wine
buyers at this year’s show,
including an improved knowledge of
regions and varietals and a growing
interest in white wines challenging
the statistic that 93 per cent of all
wines exported to China are red.
McWilliam’s Wines General
Manager – Asia Pacific, Garrick
Harvison, believes that younger
consumers as well as increased
food pairing will see a rise in white
varietals, emulating areas like Hong
Kong where red wine dominance has
dropped to 60 per cent.
Peter Logan the Winemaker
from Logan Wines in Orange said
he noticed a higher proportion of
Chinese consumers in on-premise
venues drinking white wine and
this was reflected in the behavior of
buyers at the show.
“While the buyers are still
skewed towards the reds and Shiraz
in particular, it is only marginal,
whereas in the past it has been 90 to
95 per cent reds. Riesling has been
very popular and a lot of buyers have
just wanted to taste this varietal,”
Stephen Bradshaw, the Domestic
Marketing Manager from Deep Woods
Estate, which produced this year’s
winner of the Jimmy Watson Trophy,
was impressed with the level of wine
appreciation among qualified buyers.
“We have shown our GSM which
is not going to appeal to everybody,
but it has been universally loved
here. In terms of pricing, when I say
$7 for an entry level wine, about a
third say that it is too expensive, but
when I have said $35 for Reserve
Cabernet that has won the Jimmy
Watson, they haven’t blinked. I guess
there is an understanding that for
quality wines you have to pay good
money. There is clearly massive
growth opportunity here in China.
It is challenging to do business here,
but I think the long term potential is
definitely worth it,” said Bradshaw.
Mountadam Vineyards Sales and
Marketing Manager, James Edwards,
said that over the first two days at
the exhibition he poured twice as
much Riesling as any other wine.
“I have been very impressed by the
fact that Chinese buyers know Eden
Valley, where it sits in the Barossa
and that they are specifically asking
for Riesling as well. Since the last
time I have been to China, which was
two years ago, the education in wine
has come along in leaps and bounds.
We have never distributed in China
previously and we have had between
50 and 60 sales leads over the first
two days of the show.”
Tyrell’s International Manager
Grant Bellve was impressed by the
specific interest in Hunter Semillon.
“In the past, the reason why so
much red wine was sold is that middle
aged gentlemen have been drinking
it – but the younger people coming
through are drinking white wine. I
conducted a wine dinner recently in
Chongqing, which has a population
of 31 million people, and three
quarters of them were under 30 and
they were all drinking white wine.”
Blue Pyrenees Chief Winemaker
and CEO, Andrew Koerner,
introduced his Bone Dry Rosé
at ProWine China which will be
marketed with a strong online
presence to attract younger
“The younger consumer that shops
online is the emerging market. We
have already been selling in China
for 14 years through distributors
and the sales were very small and
our wine that did sell was very hard
to find in the on-premise generally
because there was a lot of gifting.
“The next generation coming
through – they are younger and
they are buying online and they are
drinking it – which is fantastic. This is
part of a big change and to be here and
to be ahead of the curve is going to
result in good sales hopefully.”
AUSTRALIAN WINE EXPORTS
GROW AT PROWINE CHINA
OVER 30 AUSTRALIAN WINERIES ATTENDED THE RECENT PROWINE CHINA EXHIBITION
IN SHANGHAI TO CAPITALISE ON THE ANNOUNCEMENT THAT MAINLAND CHINA IS NOW THE
COUNTRY’S LARGEST EXPORT MARKET. JAMES WELLS REPORTS.
Wine Australia stand.
Garrick Harvison - McWilliam’s
& Willa Yang - Wine Australia.
James Edwards -
Andrew Koerner - Blue Pyrenees
with local distributors.
Grant Bellve - Tyrrell’s Wines.
Peter Logan -
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