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(Last updated: 13 Jul 2007)
Trends and opportunities
The market
The Netherlands is the third biggest market for Australian wine in the European Union, after the UK and Germany. It is expected that the wine consumption will continue to rise slowly in the coming years. Despite a noted decrease in the total consumption of alcoholic drinks in the last few years, the wine consumption increased in the same period. This indicates that wine keeps gaining popularity over beers and liquors in the Dutch market.
Currently over 30 importers distribute more than 100 brands of Australian wine in the Netherlands and these numbers continue to grow.
Opportunities
There is a general preference for red wine, which by volume accounted for about 60 per cent of the overall table wine market in 2003. Women mostly consume white wine, with the (sparkling) rose wines showing the largest growth rates in the Netherlands.
Dutch consumers tend to drink wine mostly in the evening. Half of the wine drinkers in Holland are over 50 years of age. They tend to seek higher priced quality wines partly due to their disposable income and increased interest in wine. In general, an increasingly important factor in the buying process is ‘the story behind the wine’: techniques by the producers, the people involved in the wine making and their personal touch.
Competitive environment
The largest exporter of wine to the Netherlands is France. In general, the traditional wine countries lose market share in favour of the New World wines. South Africa, Australia, Chile and the USA are the major players in this market. South Africa is market leader as they appeal to the Dutch consumer due to the historical ties between the Netherlands and South Africa, eg. reflected in the Dutch names of the South African wines. |
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Tariffs, regulations and customs
Import licences are required, but are readily available to the importer, who must provide a deposit in order to guarantee the correct procedures of importation. The deposit is refunded upon import clearance.
Dutch customs have changed the tariff structure and the following rules apply:
| Type of wine |
Duty (per litre) |
Import tariff (per litre) |
VAT (%) |
| Wines up to 13% alcohol |
59.02 eurocents |
13.10 eurocents |
19 |
| Wines between 13-15% alcohol |
59.02 eurocents |
15.40 eurocents |
19 |
| Wines between 15-22% alcohol |
€1.02 |
Depends on type |
19 |
Wine with more then 22% alcohol is taxed 0.15 eurocents times the alcohol percentage. Import tariff depends on type of wine.
| Type of wine |
Duty (per litre) |
Import tariff (per litre) |
VAT (%) |
| Sparkling wines up to 8.5% alcohol |
38.16 eurocents |
32 eurocents |
19 |
| Sparkling wines more then 8.5% alcohol |
€2.01 per litre |
32 eurocents |
19 |
Industry standards
The Netherlands is a member of the European Union (EU). EU labels require all mandatory information with the exception of the importer’s name, address and lot number to be in the Same Field of Vision (SFV), ie. the customer must be able to view the mandatory information without turning the bottle.
For wines described by geographical indication, the mandatory information required in the SFV is as follows:
- The geographical indication.
- The alcohol statement written as xx.x% vol. or alc. xx.x% vol. Minimum height: 3 millimetres for 750 millilitres.
- The volume statement. Only metric quantities permitted. Minimum height: 4 millimetres for 750 millilitres.
- Country of origin statement. Mandatory word is Australia – not Australian. This statement must be separate from any geographical indication claim and cannot be incorporated with a state or region.
For wines not described by a geographical indication, the mandatory information required in the SFV is as follows (remember, if no GI then no variety or vintage):
- The alcohol statement written as xx.x% vol. or alc. xx.x% vol. Minimum height: 3 millimetres for 750 millilitres.
- The volume statement. Minimum height: 4 millimetres for 750 millilitres.
- Country of origin statement. Mandatory word is Australia – not Australian.
- The word 'wine' is mandatory for products not described by geographic indication.
EU regulations specify that when detailing the importer on the label, the country must be indicated either by full name or by the postcode of the local administrative area. Therefore, a label for an Australian wine for sale in the UK could state the name of the importer and postal code only. In accordance with normal trading practices, if the importer then wanted to send a consignment to another EU member state, there would be no need to change the label.
(Source: Australian Wine & Brandy Corporation) |
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Marketing your products and services
Market entry
Austrade assists Australian wine exporting companies in the development of an appropriate Dutch market entry strategy and offers a range of tailored market entry services including:
- Market overview - Dutch wine market information, the competitive environment, regulatory issues, pricing and trend analysis.
- Partner search and qualification - identification and short-listing of qualified importers, or other potential partners depending on your needs/requirements, with profiling of identified companies and qualification of their interest.
- Tasting events for groups of Australian wine suppliers to showcase their wines to key importers, buyers and media.
- Visits program - arrangement of appointments with the selected importers, accompanying you if required.
- Trade exhibition support - would supplement trade exhibition activities undertaken as part of the Australian Wine Bureau's program for the Netherlands.
Additional information on these services is available upon request. Unless otherwise stated, all services are offered on a fee for service basis in accordance with Austrade client service policy.
There are a number of global online exchanges for professional wine buyers and sellers: Universal Wine Exchange and Global Wine & Spirits are two examples.
Distribution channels
In The Netherlands, around 800 companies exist who import wine professionally. Today more then approximately 30 importers distribute more than 100 brands of Australian wine in the Netherlands and these numbers continue to grow.
Over 75 per cent of the Dutch consumers buy their wines in the supermarket, around 20 per cent in Dutch bottle shops and the remainder through various other channels. By comparison supermarkets tend to sell more white wines; while the bottle shops rate higher in the red wines.
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Contact details
The Australian Trade Commission (Austrade) is the Australian Government’s trade and investment development agency, operating as a statutory agency within the Foreign Affairs and Trade portfolio.
Austrade assists Australian businesses contribute to national prosperity by succeeding in trade and investment, internationally, and promoting and supporting productive foreign investment into Australia.
Austrade:
- Delivers services that assist Australian businesses initiate, sustain and grow trade and outward investment.
- Promotes Australia as an inward investment destination and, with the States and Territories, supports the inflow of productive foreign direct investment.
- Administers the Export Market Development Grants scheme.
- Undertakes initiatives designed to improve community awareness of, and commitment to, international trade and investment.
- Provides advice to the Australian Government on its trade and investment development activities.
- Delivers consular, passport and other government services in designated overseas locations.
A list of Austrade offices (in alphabetical order of country) is available.
More information
For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au |
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