India raises a toast to Taylors Wines

12 December 2022

South Australia’s Taylors Wines has launched in India, bringing its award-winning drops to one of the fastest-growing markets for wine.

Taylors Wines secured an import agreement with Ace BeverageZ following an introduction by Austrade. Ace BeverageZ is one of India’s leading wine importers and Taylors Wines is the first Australian wine brand in its portfolio.

Austrade has been working with Taylors Wines since 2018. Austrade introduced the winery to importers, advised on getting wine samples to Mumbai and provided other assistance. This put Taylors Wines in the best position to launch its presence in India.

IA-ECTA lowers wine tariffs

Australia has a 44% share of the Indian imported wine market. Australian wine exports to India grew by 81% to $12 million in 2021 (Wine Australia, Market Bulletin, Issue 261, 13 April 2022).

Exports are expected to rise when the Australia-India Economic Cooperation Trade Agreement (AI-ECTA) enters into force on 29 December 2022.

On entry into force, wine that arrives in-market priced at US$15 per bottle or more will see the 150% tariff immediately reduced to 75%. Annual tariff reductions will then kick in, with a final tariff rate of 25% after 10 years.

Mid-range Australian wines also benefit. Wine priced between US$5 and $15 will see tariffs fall to 100% immediately, and then 50% after 10 years.

A market that rewards long-term commitment

India will be a rewarding market for wineries that are prepared to put in the groundwork.

‘India is not a transactional market,’ says John Southwell, Trade and Investment Commissioner, Austrade India. ‘Relationships are key and you need to have a mid to long-term view.

‘Beyond price and taste, Indian wine importers look for wineries that have a good story, including about their region and wine varietals. Those that have international awards are very attractive. They are also looking for wineries that can supply wines in all 3 price segments – entry, mid and premium.

‘The market is also attracted to quality packaging, from striking bottles to clear labelling.’

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