Marketing your products and services
Market entry
Buyers of Australian wine are usually those who have tasted and appreciated wines while visiting Australia. There are also a certain number of sales due to ‘curiosity’, so it is important that exported wines on sale in New Caledonia are representative of the quality available in Australia.
Australian wineries need to place a high priority on marketing to break into the New Caledonia market, execute a long-term strategy and understand that market penetration will not occur immediately.
In order to achieve success with a new wine brand, exporters first need to establish the right combination of price, package and quality, and then negotiate distribution. Be prepared to send samples as well as an export price list. Producing a French-language version of product brochures and other marketing support will be an advantage.
It is important to visit the market regularly to develop business relationships. Importers tend to be loyal towards reliable suppliers that are prepared to meet smaller market requirements. As a small market, exclusivity is an advantage to the importer.
Advertising of all alcohols, including wine, is strongly regulated. Advertisements in newspapers, on buses or through any other public media are prohibited, as are public tastings (eg. supermarkets).
Promotion possibilities could include:
- Advertising in airline in-flight magazines
- Privately organising wine tastings to engage key decision-makers across multiple distribution channels (importers, hotel and restaurant owners, duty free managers, supermarkets)
- Participating in private tastings organised by supermarkets in their premises but after opening hours and by invitation only
Large retail chains regularly organise wine fairs. This can be effective means to showcase new wine with customers. In the past, Austrade has worked closely with the purchasing managers to identify potential products.
Austrade Noumea also organises a Grocery Sampling Week twice a year with the purchasing managers of the main importers, wholesalers and food chains. It is a significant opportunity for product to be presented and sampled, and to gain insight into the potential for export.
Distribution channels
Wine is imported direct by wholesalers/distributors and supermarkets/hypermarkets.
The three main supermarket chains are:
- Continent-Champion – has one hypermarket and a number of supermarkets, and a purchasing office in Sydney (Pacific Market Development)
- Casino – has one hypermarket and several supermarkets and a purchasing office in Sydney (Pacific Asia Exports)
- Leaderprice – a discount supermarket, owned by the same group as Casino
There are four vinotheques (specialised wine cellar/warehouse within a wholesaler or distributor) in Noumea, two of which only sell their own product (from their vineyards in France). One has dedicated space in its showroom to promote Australian wine.
There are more than 100 restaurants in Noumea. They are all licensed and offer a large range of wine. There are no BYO (Bring Your Own) restaurants in New Caledonia.
Hotel chains (ie. Club Med, Le Meridien, Parkroyal) obtain their supplies locally or through central purchasing offices.
Most of the duty free shops sell wine.
Transport
One cargo vessel services New Caledonia out of Australia every week. The journey is approximately three to four days. The volume of sea freight from Australia is around 4000 containers per year.
Airfreight is available on all passenger flights. Two airlines service New Caledonia out of Australia; QANTAS and the local airline, Air Caledonie International, have regular flights from Australia to New Caledonia from Sydney and Brisbane.
There are no dedicated air cargo services out of Australia to New Caledonia.
Using the services of a freight forwarding agent is the simplest way to export your goods to New Caledonia especially with regard to language barriers and specific customs requirements.
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