Wine Australia, as part of the Australian Food and Wine Collaboration Group, has now launched a campaign in South Korea as part of a long-term goal to tap into high-potential Asian export markets. It had teamed up with a few focused local Associations to form the Australian Food and Wine Collaboration Group (AFWCG) in 2022 to promote quality Australian food and beverages in key international markets. The group has received support from an Agriculture Trade and Market Access Cooperation (ATMAC) in the form of a grant of AU$500,000, according to The Drinks Business.

This Group (AFWCG) is targeting four key Asian markets- Thailand, South Korea, Vietnam and Indonesia, christening the campaign theme ‘Taste the Wonders of Australia’. South Korea is an important market for the Australian wine sector. According to AFWCG, South Korea is Australia’s fifth largest export market after China, Japan, the US and Vietnam, and offers huge potential for Australia’s food and wine producers.

“This initiative provides a great opportunity to continue to educate the local market and reinforce existing perceptions about the high quality and diversity of Australian wine,” says a spokesperson for AFWCG, reports db.

One can see the professionalism and focus in the group taking a different approach to each market segment and working closely with Austrade in these countries (it is working in India also through Austrade office in the Australian High Commission) to obtain current market insights and trends, enabling activities undertaken to provide the best outcome for Australian agricultural producers. To this end local agencies were chosen to pitch ideas to the group using the ‘Taste the Wonders of Australia’ theme.

One such example of targeting could be seen with the South Korea campaign kicking off with an online cooking competition targeting young people, to show the many ways in which quality Australian produce can enhance home cooked meals.

South Korean wine tastes are changing, and Wine Australia is keen to engage with the shifting consumer tastes. For instance, Korea used to be a red wine-dominant market, but recent trends are shifting towards whites, sparkling and lighter styles (Similar shift has been noticed in India). Korean cuisine is particularly suited to these types of wines. Korean people eat a variety of seafood in various dishes all year long. The lighter wines complement these dishes well and therefore have a positive future in the market, according to AFWCG.

Similarly, Alternative white varieties such as Albariño, Chenin Blanc and Viognier are getting noticed by sommeliers and people in the trade, with a growing interest in skin contact whites (sometimes referred to as Natural wines). Australia is known to have taken a lead in the Alternative grape varieties and can sell more of these wines..

Similarly, Australia has been moving away from oak for their Chardonnay. From recent educational activity and feedback from events, Australian Chardonnay in particular, seems to have a bright future in this market given its less oaky and more sophisticated and mineral driven flavour, according to Wine Australia.

Vietnam is the next destination for the group, which is partnering with Austrade on a Roadshow and will host events in Hanoi and Ho Chi Minh cities. “The group will draw on all its learnings when it comes time to focus on the enormous market opportunity in Indonesia in early 2024,” Wine Australia said.

Following the implementation of Indo-Australian FTA, the Australian Grape & Wine had organised a two day Conference on May 31 and June 1 to discuss Regulatory issues in India and Australia and have a dialogue with the Indian stakeholders and have a  first-hand view of the issues faced by the producers in India. More action is in the pipeline.

Australia continues the dialogue with China to have the punitive import duties abolished as per the treaty or at least have them reduced to a reasonable level in the first instance. The diplomatic parlays have not produced any discernible results but the politicians and many wine stakeholders believe there has been a thawing of relationship and they hope to resume business with China soon. No one believes that the wine relations would go to the extent they did earlier though. The diversity strategy by spreading their eggs in several smaller baskets, especially in South Asia are expected to bring positive results in the long-term.

Subhash Arora