Oz wine giving the French a run for their money in China

Atlas Wine Group - Sunday, April 01, 2012
The average price of Australian bottled wine sold in China was just three cents a litre lower than for French wine, in the 12 months to the end of January. That's according to the Global Trade Atlas.

The US was in third place – $1.60 a litre behind Australia.
"When you consider that France dominates the really top end, where people pay more than $100 a bottle, then to be nearly level on average price is a great achievement," said James Gosper, Wine Australia's general manager of market development.

"The French still lead by quite a way in terms of pure volume of sales, but our focus is on promoting our premium wines rather than entry-level wines so these are encouraging figures.

"We have a great reputation for quality and this has struck a chord with China's emerging middle class."

The three other main providers – Spain, Italy and Chile – sell significantly less in volume and at much lower average prices than Australia.

China is now Australia's third largest export market after the UK and the US, but the leader for premium bottled wine. Premium volumes grew 41% in the past 12 months.

Source: WBM Online
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