Australian export case study

Top8Wines is the brainchild of Adelaide-based Francis Wong.

Mr Wong started his company when he was unable to find small production Australian wines on sale in Asia.

He was confident there was an untapped market.

“Top8Wines presents collections of the best Australian boutique wines,” Mr Wong said.

“By this I mean wines that are suited to the palates of particular Asian markets.”

He said that tastes in Asia are far from being homogeneous.

“Asia is huge and the different countries and different regions have distinct identities and needs.  What sells in one place doesn’t necessarily sell in another.  So what we offer varies from market to market.”

Mr. Wong explained that the boutique wineries Top8Wines covers are rarely mass-marketed or distributed in Asia because of their small production capacities.

“So we are finding a market for them which they probably wouldn’t find on their own and we are providing wonderful wines which most customers would not otherwise be able to try.”

He said that all the wines he carries are rigorously scrutinized by a panel of experts who not only have wine experience and expertise, but also understand Asian consumer tastes.

Mr Wong said he started selling into Malaysia first, because he considers this the most difficult market for his products in Asia. 

“Malaysia may not be so large in size, but it is extremely diverse.

"I knew that if we were successful in selling premium wines in Malaysia, then we could sell them anywhere in the region.”

Mr Wong turned to Austrade in Kuala Lumpur for assistance and advice when he began to explore the Malaysian market.  He said the help he was given was ‘fantastic’. 

“I try to work with Austrade in every market, because they always have their finger on the pulse.  It makes such a difference.”

He said that Austrade has also been very helpful in getting Top8Wines into Singapore, and he is working with Austrade in China on a market familiarization trip which will take place in October, when he escorts a group of twenty young Australian winemakers to Shanghai.

“We want to showcase the potential for Asia – to show these young winemakers how the Asian market is growing and what it can mean for them in the future.”

Company Information

Francis Wong
Managing Director
Top Eight Wines Pty Ltd
63 Grote Street
Adelaide SA 5000
Tel:  +61 8 8221 5722
Fax: +61 8 8221 5001
Email: francis@top8wines.com.au
Website: www.top8wines.com.au

August 2007