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Australian wine exporters encouraged to apply for Austrade mission to China

25 Sep 2013

Australian wine producers who want access to the world’s fastest-growing export market can take part in the 2013 Cheers Australia trade mission to cities in regional China.

The China 2nd Tier Cities Road Show, organised by the Australian Trade Commission (Austrade), is designed to link Australian wineries with importers, distributors, traders and corporate buyers, as well as hotel and restaurant owners.

The road show coincides with growing enthusiasm for wine among China’s newly affluent consumers outside the nation’s major cities.

“By the end of 2016, China’s wine consumption is expected to be valued at A$48 billion, double the current consumption,” said Willa Yang, the China regional manager for Wine Australia.

China takes more Australian bottled wine exports above A$7.50 per litre than any other market, she said.

Cheers Australia aims to take advantage of this growth, focussing on regional cities where high disposable incomes and strong interest in learning about wine signal opportunity for Australian exporters.

The road show will encompass four regional cities in China – Changsha, the capital of Hunan province; Wuhan, the largest city in central China; Xi’an, the economic hub of north-west China; and Chengdu, the fast-growing centre of south-west China.

The program aims to showcase Australia’s wine export capabilities through tastings, trade seminars, in-market briefings and other events.

The deadline for applications to Cheers Australia is 11 October 2013.