Australia targets China's wine lovers. Monday, 18th August 2008 Source : Australian Wine and Brandy Corporation

A win for Australian wine exporters as China has become the top export destination for Australian bottled wine in Asia.

The Australian Wine and Brandy Corporation (AWBC) in partnership with Austrade have made a major investment in the burgeoning but embryonic Chinese wine market. Recognising a compelling and fast-growing market opportunity, a dedicated Wine Australia China Market Program for 2008/09 launched in July this year, marking an exciting new chapter in the Australian Government’s support of the Australian wine sector in international markets.

AWBC and Austrade China will work collaboratively to ensure effective development and delivery of a comprehensive range of initiatives in China, including the Wine Australia China Market Program which will be coordinated and managed by the AWBC and delivered through the Austrade China network.

A new position has been created to help implement and deliver the Wine Australia China Market Program, which will initially focus on initiatives particularly targeting Shanghai and Beijing. A strong knowledge of the Australian wine sector and of the trading environment in China made Ms Summer Yan the successful candidate for the position of Market Development Officer.

In her previous role as Business Development Manager – Food and Beverage with Austrade Shanghai, Summer was responsible for the development of the Australian wine sector in Shanghai and has experience in liaising with local Chinese wine trade and media and has strong skills in event organisation and export marketing. Coupled with her knowledge, Summer also has a deep passion for Australian wine.

Employed in the Austrade Shanghai office, Summer will help deliver a comprehensive range of initiatives that focus on education, positioning and awareness of Australian wine, and will engage with the key gatekeepers: buyers; media; educators and trade, principally in Shanghai and Beijing.

This recognition of market priority for future export growth offers an unprecedented opportunity that will draw on the experience stemming from Australia's past export performance. Importantly, all of Australia's wine brand "personalities" will be well-represented in targeted activities, in line with the wine sector's strategies for sustainable success.

Summer will start her new role during August 2008. Her first engagement will be a comprehensive tour of Australia's wine regions where she will be briefed on the latest trends and developments of the Australian wine sector and to meet with Australian wine exporters interested in learning more about China and the Market Program's activities.

In June 2007, the People's Republic of China became the top export destination for Australian bottled wine in Asia, and the AWBC forecast that this demand will continue to grow with the estimated total market size reaching just over one billion litres by 2011/12.