Margaret River · Australian Grape and Wine Authority – Wine Australia Margaret River R E G I O...
Transcript of Margaret River · Australian Grape and Wine Authority – Wine Australia Margaret River R E G I O...
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
M a r g a r e t R i v e r R E G I O N A L R E V I E W
2 0 1 5
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
What we’d like to cover today • AGWA update
• Wine Australia’s Market Development Strategy and Update
• Market opportunities for Margaret River:
– Supply base
– Domestic sales and exports
– Market opportunities
– Global markets for Margaret River’s key varieties
• opportunities through Wine Australia’s Market Programs
• Research, Development and Extension
• Restaurant Australia
• Wine Australia’s Visitors program
Austral ian Grape and Wine Authority www.agwa.net .au
AGWA Update
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Australian Grape and Wine Authority
• AGWA commenced on 1 July 2014
• Unified the RD&E activities of the Grape and Wine Research and Development Corporation and the market development and compliance activities of the Wine Australia Corporation in one body
• Challenge is to capture the benefits of having a single statutory service body for the Australian wine community
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
The first nine months
Capturing the benefits of the merger:
• operational savings of about $1 million
• seamlessly continuing all of our business as usual
• investing in additional projects
• recruiting key senior personnel (Stuart Barclay: GM, Market Development, Laura Jewell: Regional Director, Europe)
• restructured operational areas, including creating a Corporate Affairs and Strategy team and appointing Kate Harvey and Liz Waters to new roles
• consulted widely on new five-year Strategic Plan
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
The next six months
Challenge now is to build on the synergies by:
• securing long-term, sustainable benefits for the sector
• encouraging RD&E projects that are linked to market-based outcomes
• accessing better data to allow fact-based decision making
• developing a cohesive brand for all of our activities
• enhancing our market development activities – further investment in education and retail promotions and enhancing existing promotions (Vancouver International Wine Festival and Prowein)
• delivering on key priorities to: Increase demand and the premium paid for all Australian wine, and
Increase competitiveness.
Austral ian Grape and Wine Authority www.agwa.net .au
Wine Australia Market Development
Strategy and Update
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Financial
Our Ambition…to be the World’s Pre-Eminent
wine producer
By sharing with the trade, media & the consumer the stories of the people and places
behind the labels...
By bringing to life a world of discovery, passion and enjoyment.
How do we make this happen?
What does success look like?
• Volume Increase in sales of Australian wine.
• Value Increase in $ per Litre. • Profitable /competitive wine
industry. • Increased Investment meets
and exceeds global benchmarks.
Consumer Team
• Quality Culture – People first. • Developing our skill set and
capability across all teams. • Flexible creative thinking. • Development of can do
attitude.
Stakeholders
• Australian Wine becomes the natural choice of the consumer in our key markets.
• Consumer embraces higher price points.
• Consumer understands a greater breadth of wine knowledge around Australia.
• Australian wine industry becomes profitable.
• Confidence rises. • Investment Levels
increase. • Industry unity and less
fragmentation. • Coherent unified voice.
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
"Best at delivering a
digital and social media” message
“Best in market wine
destination” proposition
“Best destination” for visitations and press
experience
"Best at executing and delivering” the food &
wine message
How do we become the wine of choice for the global
consumer?
Developing “Winning Category
Strategies” – use our Insights and Data
Creating “Marketing excellence”
around the Food + Wine experience
Delivering excellence and innovation in our engagement
with Press/Media
Setting the Global benchmark for Education delivery
“Best at delivering an exciting educational
message”
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Key elements to developing our success.
Putting the right level education at the center of our strategy 1
Understanding each others strategies and objectives 2
Identify and prioritize the opportunities 3
Align and adapt ways of working - collaboration 4
Review and adjust as required 5
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Our key strategic challenges
Fragmentation of Stakeholders (Regions, States, Associations and Wineries) 1
Funding Challenges for Marketing (Market Development) & statutory structure. 2
Global Trade, Press and Consumer perception of Australian wine. 3
The Industry’s commercial ability to take advantage of opportunities 4
Rise of lower cost – better value competitors eroding Australian market share. 5
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Wine Australia strategy summary
Execute a Halo leadership position around our most authentic, most well regarded wines and get Australia back into the markets with increased foot traffic and excitement to grow demand. 1
Delivery of a revised digital footprint and strategy for the future. 2
Execute a simple multi channel strategy of Education online and via traditional mechanisms. 3
Raise the Bar on promoting food, wine and destination with key partners (Tourism Australia, Regional and State Associations) to develop markets and demand. 4
Maximize our global insights and usage of data to drive and inform our commercial decisions around trade, press and consumer activation and visitations. 5
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Prowein – Germany
March 2015
• Major international wine trade fair
• 39 Wineries participated
30 already committed for 2016
• 400 wines from 28 regions across Australia
• 52,000 visitors
• Wine Australia also held: – ‘History, evolution,
revolution’ masterclass
– Daily focus barrel tastings
– Feature tastings with food and wine matching’
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Savour Australia at the Vancouver
International Wine Show – Feb 2015
• Australia was the theme country at Canada’s most important trade and consumer wine fair
• Wine Australia partnered with 55 Australian wineries, Barossa Grape and Wine, McLaren Vale Grape Wine and Tourism, Tourism Australia, the South Australian Tourist Commission and PIRSA
• 25,000 attendees
• Australia held multiple associated events including: – 6 Wine Australia wine seminars + a Barossa and a McLaren Vale seminar
– A VIP dinners and reception
– Trade lunch and 2 x consumer lunches
https://vimeo.com/121757143
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Vancouver
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Australia Day Tastings - Worldwide
January 2015
• Tastings to celebrate Australia day in January, including: Australian Embassy Tasting - Mexico City
Australia Today Trade/Media tasting – San Francisco
SA Culinary Adventure, San Francisco
Australia Day Tasting - London UK
Annual Trade Tasting - Dublin
• Highlights: Mexico - More than 70 commercial leads for 5 new-to-market wineries
UK – 1,000 Australian wines on tasting for buyers from UK and Europe
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
ADT London
ADT Dublin
ADT London
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Core activities
In addition to our user pay activity, in 2015-16 we will initiate 70 core activities across:
• Education One day wine schools
A+ program across Asia
• PR and comms 30 + media releases per year
Websites
Social media channels
• Key relationships with trade
and media
Wine Australia’s North American team
Austral ian Grape and Wine Authority www.agwa.net .au
Supply Base
Market Opportunities for Margaret River
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Regional Production
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Regional key varieties in perspective
Variety
Margaret
River
Western
Australia Australia
Margaret
River
share of
Western
Margaret
River share
of Australia
Cabernet Sauvignon 1,153 2,187 25,879 53% 4%
Sauvignon Blanc 911 1,601 6,927 57% 13%
Chardonnay 821 1,655 25,491 50% 3%
Semillon 691 1,062 5,632 65% 12%
Shiraz 646 1,813 42,012 36% 2%
Other 795 2,239 42,567 36% 2%
Total 5,017 10,556 148,509 48% 3%
Area (hectares)
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Regional key varieties
Production by grade
(tonnes) Area by var iety
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Implications of supply
Qu
est
ion
ab
le s
ust
ain
ab
ility
Re
d v
arie
tie
s
Wh
ite
va
rie
tie
s
Austral ian Grape and Wine Authority www.agwa.net .au
Domestic sales and exports
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Total Sales of the Region
• The domestic market is split by sales we have data on and sales which we do not
• The major categories of sales which are included in the ‘unknown’ segment include;
• On-trade (accounting for 20% of all sales in Australia)
• Cellar door • Online • Independent off-trade • Off-trade where grapes have not
been identified on the label
Estimated on-trade
Cellar door/ online
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Domestic Off-trade Margaret River Sales by varietal
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Domestic Off-trade Margaret River Sales by price point
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Regional Exports
Container type detai led Container type
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Bottled Margaret River-labelled exports moving annual total volume and average value
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Bottled Margaret River-labelled exports by varietal (2014)
Volume share Average value (A$/ l itre fob)
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Exporters of Margaret River-labelled Wine
Volume share Number of expor ters
Classification Exporter Rank
Major Top 12
Medium Top 13 – 37
Small All others
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Bottled Margaret River-labelled exports by destination
Austral ian Grape and Wine Authority www.agwa.net .au
Market opportunities
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Market opportunities
• The following markets have been ranked based on a series of metrics that are relevant to the region in focus. The metrics include: market sales (volume)
market growth (volume)
Australian exports (volume, value and price)
Australian export growth (volume, value and price)
regional exports (volume, value and price)
regional export growth (volume, value and price)
Note: The model has a slight bias for growth over existing sales. As a result, markets such as the United Kingdom are not ranked highly. AGWA supports a ‘defend existing sales’ strategy in this case.
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Top Five Targets
USA Japan UK Singapore Hong Kong
Global Cabernet Market volume (million litres) 304.4 49.8 72.8 1.8 4.0
Volume change (million litres) 12.0 2.4 -1.4 0.1 0.2
Rate of change (%) 4% 5% -1.9% 6% 5%
Australian Cabernet above $5.00 fob Volume (litres) 1,474,851 256,619 1,032,632 922,656 1,706,290
Value (AUD) $13,569,325 $3,392,124 $8,813,508 $17,961,315 $49,149,241
Average value (AUD per litre) $9.20 $13.22 $8.53 $19.47 $28.80
Volume growth (%) -4% 27% 12% 32% 48%
Value growth (%) -4% 74% 17% 63% 99%
Average value growth (%) 1% 37% 4% 23% 35%
Global Sauvignon Blanc Volume (litres) 93.0 20.2 94.2 0.6 0.5
Value (AUD) 6.8 1.5 0.9 0 0.1
Average value (AUD per litre) 8% 8% 1.0% 0% 25%
Australian Sauvignon Blanc above $5.00 fob Volume (litres) 226,528 106,676 149,879 118,708 65,227
Value (AUD) $1,905,511 $718,825 $1,194,655 $1,103,943 $691,410
Average value (AUD per litre) $8.41 $6.74 $7.97 $9.30 $10.60
Volume growth (%) 27% 346% -16% 0% -17%
Value growth (%) 45% 220% -14% -4% -1%
Average value growth (%) 14% -28% 2% -4% 20%
Global Chardonnay Market volume (million litres) 592.2 28.9 161.1 0.9 1.7
Volume change (million litres) 16.5 2 2.1 0 0.1
Rate of change (%) 3% 7% 1% 0% 6%
Australian Chardonnay above $5 Volume (litres) 547,452 449,924 1,029,212 769,131 347,651
Value (AUD) $4,760,945 $3,458,623 $8,536,108 $7,788,725 $3,063,440
Average value (AUD per litre) $8.70 $7.69 $8.29 $10.13 $8.81
Volume growth (%) -5% -49% 46% 65% -2%
Value growth (%) 9% -47% 60% 76% -7%
Average value growth (%) 15% 4% 9% 7% -4%
Margaret River and Margaret River blends Volume (litres) 346,311 45,667 355,023 218,661 114,489
Value (AUD) $3,842,799 $668,429 $3,677,291 $2,817,039 $1,446,009
Average value (AUD per litre) $11.10 $14.64 $10.36 $12.88 $12.63
Volume growth (%) 35% 19% 5% 13% -48%
Value growth (%) 44% 27% 22% 9% -27%
Average value growth (%) 7% 6% 16% -3% 40%
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
United States
Market’s Global Rank Cabernet sales increased by 4% to
304 mil l ion l itres in 2013
Sales of Sauvignon Blanc increased by
8% to 93 mil l ion l itres
Australian Sauvignon Blanc expor ts
(>$5) increased by 45% to $1.9
mil l ion
Sales of Chardonnay increased by 3%
to 592 mil l ion l itres
Australian Chardonnay expor ts (>$5)
increased by 9% to $4.8 mil l ion
Margaret River expor ts increased by
44% to $3.8 mil l ion in 2014
USA
Global Cabernet Market volume 2
Volume change 2
Rate of change 15
Australian Cabernet above $5.00 fob Volume 4
Value 5
Average value 22
Volume growth 21
Value growth 21
Average value growth 22
Global Sauvignon Blanc Volume 3
Value 1
Average value 7
Australian Sauvignon Blanc above $5.00 fob Volume 1
Value 1
Average value 14
Volume growth 14
Value growth 13
Average value growth 7
Global Chardonnay Market volume 1
Volume change 1
Rate of change 14
Australian Chardonnay above $5 Volume 4
Value 4
Average value 12
Volume growth 22
Value growth 16
Average value growth 8
Margaret River and Margaret River blends Volume 2
Value 1
Average value 17
Volume growth 6
Value growth 7
Average value growth 8
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
USA Wine Trade Australian growth by price segmentAustralian exports
Total imports Imports by source
$0
$200
$400
$600
$800
$1,000
$1,200
0
50
100
150
200
250
300
350
400
450
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
MAT March
Exp
ort
(m
illio
n A
UD
)
Exp
ort
er
cou
nt
-15.0
-10.0
-5.0
0.0
5.0
10.0
15.0
$2.49 andunder
$2.50 to$4.99
$5.00 to$7.49
$7.50 to$9.99
$10.00 andover
Vo
lum
e (
mill
ion
lit
res)
-
200
400
600
800
1,000
1,200
1,400
-
1,000
2,000
3,000
4,000
5,000
6,000
2008 2009 2010 2011 2012 2013 2014
Vo
lum
e (
mill
ion
lit
res)
Val
ue
(m
illio
n A
UD
)
Value
Volume
-50
-
50
100
150
200
250
300
350
Vo
lum
e (
mill
ion
lit
res)
Incremental change
Volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Japan
Market’s Global Rank Cabernet sales increased by 5% to 50
mil l ion l itres in 2013
Australian Cabernet expor ts (>$5)
increased by 74% to $3.4 mil l ion
Sales of Sauvignon Blanc increased by
8% to 20 mil l ion l itres
Australian Sauvignon Blanc expor ts
increased by 220% to $0.7 mil l ion
Chardonnay sales increased by 7% to 29
mil l ion l itres in 2013
Margaret River expor ts increased by
27% to $0.7 mil l ion in 2014
Japan
Global Cabernet Market volume 10
Volume change 3
Rate of change 13
Australian Cabernet above $5.00 fob Volume 9
Value 10
Average value 9
Volume growth 11
Value growth 6
Average value growth 3
Global Sauvignon Blanc Volume 8
Value 2
Average value 6
Australian Sauvignon Blanc above $5.00 fob Volume 5
Value 6
Average value 30
Volume growth 1
Value growth 1
Average value growth 35
Global Chardonnay Market volume 9
Volume change 5
Rate of change 7
Australian Chardonnay above $5 Volume 6
Value 6
Average value 25
Volume growth 35
Value growth 33
Average value growth 19
Margaret River and Margaret River blends Volume 11
Value 10
Average value 7
Volume growth 9
Value growth 8
Average value growth 9
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Japan Wine Trade Australian growth by price segmentAustralian exports
Total imports Imports by source (2014)
$0
$10
$20
$30
$40
$50
$60
0
50
100
150
200
250
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
MAT March
Exp
ort
(mill
ion
AU
D)
Exp
orte
r co
unt
-0.4
-0.2
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
$2.49 andunder
$2.50 to$4.99
$5.00 to$7.49
$7.50 to$9.99
$10.00 andover
Vol
ume
(mill
ion
litre
s)
-
50
100
150
200
250
300
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2008 2009 2010 2011 2012 2013 2014
Vol
ume
(mill
ion
litre
s)
Val
ue (
mill
ion
AU
D)
Value
Volume
-10
-
10
20
30
40
50
60
70
80
Vol
ume
(mill
ion
litre
s)
Incremental change
Volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
United Kingdom
Market’s Global Rank
Australian Cabernet Sauvignon
expor ts (>$5) increased by 17% to
$8.8 mil l ion
Sales of Sauvignon Blanc increased
by 1% to 94 mil l ion l itres
Sales of Chardonnay increased by 1%
to 592 mil l ion l itres
Australian Chardonnay expor ts (>$5)
increased by 60% to $8.5 mil l ion
Margaret River expor ts increased by
22% to $3.7 mil l ion in 2014
UK
Global Cabernet Market volume 6
Volume change 31
Rate of change 28
Australian Cabernet above $5.00 fob Volume 5
Value 7
Average value 27
Volume growth 15
Value growth 13
Average value growth 19
Global Sauvignon Blanc Volume 2
Value 5
Average value 16
Australian Sauvignon Blanc above $5.00 fob Volume 2
Value 2
Average value 19
Volume growth 25
Value growth 27
Average value growth 13
Global Chardonnay Market volume 3
Volume change 4
Rate of change 22
Australian Chardonnay above $5 Volume 1
Value 1
Average value 18
Volume growth 6
Value growth 6
Average value growth 11
Margaret River and Margaret River blends Volume 1
Value 2
Average value 21
Volume growth 15
Value growth 9
Average value growth 6
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
UK Wine Trade
Total imports Imports by source (2014)
Australian exports Australian growth by price segment
$0
$200
$400
$600
$800
$1,000
$1,200
0
50
100
150
200
250
300
350
400
450
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
MAT March
Exp
ort
(m
illio
n A
UD
)
Exp
ort
er
cou
nt
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
$2.49 andunder
$2.50 to$4.99
$5.00 to$7.49
$7.50 to$9.99
$10.00 andover
Vo
lum
e (
mill
ion
lit
res)
1,050
1,100
1,150
1,200
1,250
1,300
1,350
1,400
3,800
4,000
4,200
4,400
4,600
4,800
5,000
5,200
2008 2009 2010 2011 2012 2013 2014
Vo
lum
e (
mill
ion
lit
res)
Val
ue
(m
illio
n A
UD
)
Value
Volume
-50
-
50
100
150
200
250
300
Vo
lum
e (
mill
ion
lit
res)
Incremental change
Volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Singapore
Market’s Global Rank
Sales of Cabernet Sauvignon
increased by 6% to 1.8 mil l ion
l itres
Australian Cabernet Sauvignon
expor ts (>$5) increased by 63%
to $18 mil l ion
Australian Chardonnay expor ts
(>$5) increased by 76% to $7.8
mil l ion
Margaret River expor ts increased
by 9% to $2.8 mil l ion in 2014
Singapore
Global Cabernet Market volume 26
Volume change 19
Rate of change 9
Australian Cabernet above $5.00 fob Volume 7
Value 3
Average value 5
Volume growth 10
Value growth 7
Average value growth 6
Global Sauvignon Blanc Volume 21
Value 18
Average value 18
Australian Sauvignon Blanc above $5.00 fob Volume 4
Value 3
Average value 8
Volume growth 18
Value growth 24
Average value growth 24
Global Chardonnay Market volume 28
Volume change 25
Rate of change 25
Australian Chardonnay above $5 Volume 3
Value 2
Average value 7
Volume growth 5
Value growth 5
Average value growth 13
Margaret River and Margaret River blends Volume 4
Value 4
Average value 11
Volume growth 11
Value growth 12
Average value growth 22
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Singapore Wine Trade Australian growth by price segmentAustralian exports
Total imports Imports by source
$0
$10
$20
$30
$40
$50
$60
$70
250
260
270
280
290
300
310
320
330
340
350
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
MAT March
Exp
ort
(m
illio
n A
UD
)
Exp
ort
er
cou
nt
-0.3
-0.2
-0.1
0.0
0.1
0.2
0.3
0.4
0.5
$2.49 andunder
$2.50 to$4.99
$5.00 to$7.49
$7.50 to$9.99
$10.00 andover
Vo
lum
e (
mill
ion
lit
res)
-
5
10
15
20
25
30
35
-
100
200
300
400
500
600
700
2008 2009 2010 2011 2012 2013 2014
Vo
lum
e (
mill
ion
lit
res)
Val
ue
(m
illio
n A
UD
)
Value
Volume
-2
-
2
4
6
8
10
12
14
16
Vo
lum
e (
mill
ion
lit
res)
Incremental change
Volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Hong Kong
Market’s Global Rank
Cabernet sales increased by 5% to
4 mil l ion l itres in 2013
Australian Cabernet expor ts (>$5)
increased by 99% to $49 mil l ion
Hong Kong is Australia’s largest
expor t destination for Cabernet
above $5
Sales of Sauvignon Blanc increased
by 25% to 0.5 mil l ion l itres
Chardonnay sales increased by 6%
to 1.7 mil l ion l itres in 2013
Hong Kong
Global Cabernet Market volume 22
Volume change 13
Rate of change 12
Australian Cabernet above $5.00 fob Volume 2
Value 1
Average value 2
Volume growth 7
Value growth 5
Average value growth 4
Global Sauvignon Blanc Volume 23
Value 12
Average value 1
Australian Sauvignon Blanc above $5.00 fob Volume 8
Value 8
Average value 4
Volume growth 26
Value growth 22
Average value growth 5
Global Chardonnay Market volume 26
Volume change 23
Rate of change 9
Australian Chardonnay above $5 Volume 7
Value 7
Average value 10
Volume growth 19
Value growth 25
Average value growth 32
Margaret River and Margaret River blends Volume 6
Value 6
Average value 12
Volume growth 30
Value growth 28
Average value growth 4
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Hong Kong Wine Trade Australian growth by price segmentAustralian exports
Total imports Imports by source
$0
$20
$40
$60
$80
$100
$120
0
50
100
150
200
250
300
350
400
450
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
MAT March
Expo
rt (m
illio
n A
UD
)
Expo
rter
cou
nt
-0.5
-0.4
-0.3
-0.2
-0.1
0.0
0.1
0.2
0.3
0.4
0.5
$2.49 andunder
$2.50 to$4.99
$5.00 to$7.49
$7.50 to$9.99
$10.00 andover
Vol
ume
(mill
ion
litre
s)
-
10
20
30
40
50
60
-
200
400
600
800
1,000
1,200
1,400
2008 2009 2010 2011 2012 2013 2014
Vol
ume
(mill
ion
litre
s)
Val
ue (
mill
ion
AU
D)
Value
Volume
-5
-
5
10
15
20
Vol
ume
(mill
ion
litre
s)
Incremental change
Volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Export Market Guides
To find out more please refer to the AGWA Wine Export Guides at:
www.wineaustralia.com
Austral ian Grape and Wine Authority www.agwa.net .au
Global markets for Margaret River’s
key varieties
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Global Markets for region’s key varieties
• Australian exports of Chardonnay above $5.00 fob
• Australian exports of Sauvignon Blanc above $5.00 fob
• Australian exports of Cabernet Sauvignon above $5.00 fob
• Global Chardonnay sales
• Global Sauvignon Blanc sales
• Global Cabernet Sauvignon sales
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Australian Chardonnay Exports >$5
Expor t volume Change in expor t volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Australian Sauvignon Blanc Exports >$5
Expor t volume Change in expor t volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Australian Cabernet Exports >$5
Expor t volume Change in expor t volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Global Chardonnay Markets Sales volume Change in sales volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Global Sauvignon Blanc Markets Sales volume Change in sales volume
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Global Cabernet Markets Sales volume Change in sales volume
Austral ian Grape and Wine Authority www.agwa.net .au
Accessing opportunities through Wine
Australia’s Market programs
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Market programs in 2015-16
What’s in it for you?
• Opportunity to build on the improving market sentiment
• Opportunity to tap into growth markets
• Levies already partly fund the market programs i.e. the Wine Australia offices – opportunity to leverage from this
• Access to Wine Australia’s networks and in-market expertise
• A cost-effective way to be engaged in market
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Market programs Approximately 50 initiatives held in the following markets:
Covering the following activities:
Markets
UK Singapore Ireland Hong Kong Melbourne
USA Japan Poland South Korea Sydney
Canada Norway Germany Finland
China Sweden Denmark
Initiatives
Trade and consumer fairs – 3rd party Wine Australia trade/media events
Educational masterclasses Consumer engagement
In-bound media/trade visits
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
United States of America
Opportunities for regions and brands:
TRADE/CONSUMER SHOWS: • Wine Riot – consumer events • Wine Australia Winter Trade Show –
trade and media event
PR/MASTERCLASSES: • Aussie Wine Month 3 city fine
wine tastings
MARKET ACCESS: • Market Access
Program
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Japan
1) Wine Australia Tasting • Largest tasting of Australian wine in Japan • Held annually • 450 x trade per year • Record numbers in 2014 • Open to existing brands in market and states/regions 2) Leading Asian Trade and Media Visit • 10 leading trade and media from Hong Kong, Japan, Taiwan,
Singapore and South Korea 3) Japan A+ Ambassador’s Visit • 5 x educators/trade are appointed as Australian specialist
ambassadors and travel through Australian wine regions • Their role is to promote the education of Australian wine in Japan
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Wine Australia Japan Tasting Wine Australia Tasting - Japan
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
United Kingdom 1) Australia Day Tastings
– ADT London and Dublin
2) Fine Wine Tastings – Premium Australian Tasting – Langton’s Roadshow – London,
Manchester and Edinburgh – Old Vines Seminar
3) New to market companies – Market Access Tasting – Alternative Varieties tasting
4) Consumer events – Oxford Consumer Festival – Three Wine Men – Oz Clarke, Tim
Atkin and Olly Smith – Winchester Wine Festival
5) Prowein 6) UK/EU trade and media trip
ADT London, 2015
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Singapore
1) ProWine Asia • April 2016 • Held every two years in conjunction with Singapore’s
largest food and beverage trade fair – Food Hotel Asia (FHA)
• FHA attracts 45,000 visitors from across the SE Asia region
Opportunity for regions and brands: • Regionally or winery branded stand • Regional masterclasses at the Fair • External events – dinners, private tastings etc. • Leverage from Wine Australia PR capability and
networks 2) Greater Asia Asian Trade and Media Visitor Program
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Hong Kong
1) Vinexpo Hong Kong
• One of the largest international trade shows for the Asia Pacific region.
• 16,700 trade visitors from 22 countries
• Suitable for existing brands and state/regional associations
2) Hong Kong International Wine and Spirits Fair
• 3 day trade and consumer show
• 20,000 buyers and 31,000 consumers
• Suitable for new-to-market, existing, states and regions
Vinexpo, Hong Kong
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Australia
Opportunities for the region:
• Sommelier (SIP) and Trade (TIP) regional visits
• 2015 Unreleased Tasting , Sydney 2015 vintage wines tasted from the barrel
Sydney CBD, Sept 15
• Australian media ‘famil’ 1-3 media
2 days per region
• Spring Pop-up Riesling Tasting Sydney CBD, October 2015
Pop up garden wine bar
Targeting 1,000 25–40 year olds
100% Riesling focus
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Speak with our Teams:
GLOBAL Stuart Barclay General Manager – Market Development E: [email protected] T: +2 9361 1233
EUROPE (INCL UK), MIDDLE EAST AND AFRICA (EMEA) Laura Jewell Regional Director E: [email protected] T: +44 207 887 5259
ASIA PACIFIC Aaron Brasher Regional Director – Asia Pacific E: [email protected] T: +61 2 9361 1227
THE AMERICAS Angela Slade Regional Director E: [email protected] T: +1 202 973 6442
CHINA Willa Yang Regional Manager E: [email protected] T: +86 21 6010 3951
ASIA Hiro Tejima Regional Manager - Asia E: [email protected] T: +61 8 8228 2000
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
How to Get involved
To review all Market Program activity go to:
www.wineaustralia.com
For Market Program enquiries contact: (08) 8228 2000 or to find out more about in-market initiatives go to:
Please also discuss with your State and Regional Association
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Do you qualify for the Export Market
Development Grant scheme?
• The Export Market Development Grant (EMDG) scheme is a key Australian Government financial assistance program for aspiring and current exporters.
• EMDG encourages small- and medium-sized Australian businesses to develop export markets by reimbursing up to 50 per cent of eligible export promotion expenses in a financial year, provided that the applicant has incurred at least $15,000 in eligible expenses.
• State and regional associations can seek approval from Austrade as an ‘approved body’ to claim EMDG for generic marketing expenses incurred to promote their particular industry sector or region.
Austral ian Grape and Wine Authority www.agwa.net .au
Research Development & Extension
Projects in Margaret River
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Margaret River
Upcoming R&D events
26 May - Margaret River (Howard Park Winery)
Workshop on
UAVs (drones)
fertiliser trials
managing extreme heat and wind events
the new MyPest App
Contact Keith Pekin, Perth Region NRM, for more information.
Extension activities / trials in your region:
Managing vines for extreme heat and wind events
Field trials in Margaret River on the effectiveness of three commercially available spray on sunscreen products
(measuring canopy density/fruit zone exposure, sun damage incidence and yield)
Temporary ‘pull-up’ shade cloth screens on VSP canopies
Contact David Botting, Howard Park Wines for more information.
Investigating the potential application of unmanned aerial vehicle (UAV) imaging in vineyards
Field trials in Margaret River and Swan Region to assess the utility of UAV sensing technology
Contact Tony Proffitt, AHA Viticulture for more information.
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Margaret River
R&D projects in your region:
SAR 1204 Understanding fungicide resistance in powdery and downy mildew
Determining how, and to what extent, fungicide resistance is developing in powdery mildew, downy mildew and botrytis
bunch rot across Australian vineyards. Developing comprehensive information on the fungicide sensitivity and
distribution of key pathogens affecting Australian vineyards.
Laboratory research conducted at Curtin University and field research at Margaret River and DAFWA facilities at
Bunbury.
Contact Richard Oliver (Curtin University) or Barbara Hall (SARDI) for more information.
SAR 1303 Assessing clonal variability in Chardonnay and Shiraz for future climate change
Assessing viticultural and winemaking differences among Shiraz and Chardonnay clones grown across five Australian
wine regions
Field trials in Margaret River and Great Southern.
Part of a national evaluation program
Contact Richard Fennessy, DAFWA, for more information.
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Growing the Appetite for Australian Tourism
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Food and Wine is a key factor in holiday decision making
Source: Consumer Demand Project, Tourism Australia, December 2014
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Low association of Australia with ‘good food and wine’
Source: Consumer Demand Project, Tourism Australia, December 2014
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
It is 60% amongst those who have visited
Source: Consumer Demand Project, Tourism Australia, December 2014
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Three key ingredients
…
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Three phases
guided the past 12
months…
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Thank you to the companies, states and regions
that have participated…
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
You helped generate 400+ articles & reach 22M people
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Wall Street Journal
Good Food Herald Sun Gourmet Traveller
James Halliday Wine Companion
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Consumer response to in market activities is strong…
Source: Fox One Stop Media, Campaign Research, August 2014
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Restaurant Australia assets • Print ads
• TVC
• Posters
• Imagery
• Pull-up banners
• Invitations
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Some tremendous early signs…
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Looking ahead we have a range of initiatives planned…
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Subscribe to Essentials: www.tourism.australia.com/ subscribe Follow us on Twitter: @TourismAus Visit our corporate site: www.tourism.australia.com
Stay in touch with
TA
Austral ian Grape and Wine Authority www.agwa.net .au
Wine Australia Visitors Program
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Visits in the last12 months
• Australian Trade Immersion Program (TIP) – May 2014
• Australian Sommelier Immersion Program (SIP) – June 2014
• Japan A+ Trade Specialist Program – May 2014
• UK / Ireland / Europe Trade & Media Visit – October 2014
• North American and Asian Trade & Media Visit – October / November 2014
• Asian Trade & Media Visit – November 2014
• China Vintage Visit – March 2015
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
China Vintage Trip (2014)
Australia - SIP
Australia - TIP
Japan A+ Specialist
North America/Asia visit
UK/EU/IR visit
Asian Trade & Media
New Listings
35 new brands – actual listings higher
4 new brands
18 new listings
9 SKUs 17 3 visitors in discussions with a view to list
2 brands in South Korea 1 brand in Japan 3 visitors seeking to list new wines
Media 14 2 3 7 3 4
Blogs 2 5 1 7 6
Promotions
35 5 5 5 9
Education 9 1 6 4 6 4
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
Video Introduction to Visitors Program
https://www.youtube.com/watch?v=RG4NVapXHNA
Austral ian Grape and Wine Authority – Wine Austral ia www.wineaustral ia .com
T h a n k Yo u