Australia: AUD 50 million wine plan to lift wine exports and wine tourism

The Australian wine industry is to invest AUD 50 million (€33.33 million; US$39.85 million) in a marketing push, with a focus on Chinese social media platforms such as WeChat and Weibo .

The plan includes: an eight-fold increase in marketing campaign spending to boost wine sales to China and the USA; a wine exports grant scheme for new and existing exporters to China and the US; the development of wine tourism experiences; and a focus on Australia’s cider industry.

The president of the Winemakers Federation of Australia, Sandy Clark, said the package was a “once in a generation opportunity to grow demand for Australian wine.” He told the Sydney Morning Herald that “It will benefit all winemakers and provide a lasting platform for profitability throughout the supply chain.”

Wine exports are forecast to exceed 800 million litres and AUD 2.5 billion in 2017-18,” said Australian Agriculture Minister, Barnaby Joyce , but the aim of the plan is to lift wine exports to AUD 3-5 billion a year by 2021-22, an increase of 8 per cent a year, and to add an extra 40,000 international wine tourists.

Andrew Weeks, chief of Australian Vignerons, said the plan was expected to deliver returns far above its AUD 50 million cost.