Australian wine producers on the way to China

China is the world’s biggest market for red wine at 1.87 billion bottles in 2013. Australian wine producers are invited to experience first-hand Chinese tastes, the local industry and build valuable contacts with a wine study tour to China and Hong Kong.

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Building links and relationships into China are vital if Australia’s wine industry is to take advantage of the expected enormous growth in Chinese consumption, according to NAB Agribusiness.

China is on its way to becoming one of the top three wine-consuming countries in the world within a few years, and is already the world’s biggest market for red wine at 1.87 billion bottles in 2013.

Australian wine producers are invited to build valuable contacts in trade, industry and government with a wine study tour to China and Hong Kong commencing 22 May.

Roger Gaudion, Head of the Asia Desk for NAB Agribusiness, says most wine producers and exporters realise that there are opportunities in China, but aren’t necessarily sure how to take the next step.

“Strong relationships, understanding the market and exploring opportunities on the ground are crucial for long standing and successful partnerships in China,” he said.

“We know from experience that face to face discussions and negotiations are highly valuable in building a successful venture and are much more effective than interacting remotely.”

As Australia’s largest agribusiness bank, NAB has established a specialist Agribusiness Asia Desk to help initiate and strengthen trading ties for its customers.

Chinese consumers still only drink just over a glass of wine per month on average (two litres annually), which presents an enormous opportunity for substantial growth moving forward.

“Building links and relationships into China are vital for Australian agribusiness if we’re to truly seize the opportunity with both hands,” Gaudion said.

“The study tour is open to everyone, and will give Australian producers an opportunity to experience first-hand Chinese tastes, the local industry and build valuable contacts.

“We’ll visit wineries, experience wine retailing and meet with government, trade and industry leaders, as well as visit the premier trade show for wine in the Asia Pacific, VINEXPO Asia-Pacific in Hong Kong.”

NAB has been established in Asia for more than 30 years, and the tour will draw in the knowledge and networks of its bilingual staff in the region.

For more information about the NAB Agribusiness Wine Study Tour please contact your local NAB Agribusiness Manager.

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