Hope and Reality


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My friend, Jeremy Oliver, a long term Australia-China wine expert, has provided a helpful summary of the current position for Australian wine brands in China under the title of Hope and Reality and I hope you get a chance to read it. Whilst not yet accepting that China is by any means closed to Australian wine, it has caused us to take one step backwards to look at the appetite and interest in Australian wine across the whole Asian region which provides an interesting and helpful perspective (see chart below). 

As we all know, but often gets forgotten, Asia is not one single market. It’s a dynamic collection of countries, communities and cultures with huge diversity in terms of language, geography, history and even food preferences. To be successful, wine brands and operators will need to navigate these differences to identify opportunities, markets and deep niches amongst Asia’s fast growing population of middle class consumers, and this all takes time, money and effort.

It’s all very well to talk about the importance of diversification, and there’s been a lot of talk about this lately, but it’s not easy, as the chart below shows. If this is of interest (whether you’re into wine or not) please register your interest in our Asia Wine Hub so you can keep up to date with our views on the changing landscape for wine markets in Asia. 


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