Fine wines, story key to US markets

The United States is the number one destination for bottled Australian wines by value at $369 million and for exports by volume at 108 million litres.

The price points which had the most growth in the past 12 months were at the higher end of the market – $A17-20 – rising by 184 per cent while $A20-$30 wines rose by 39pc.

“What you have is exactly perfect,” Ms Slade said.

“We’re going for premium growth, and we’re going in the right direction.”

Speaking at a Wine Australia North American wine industry update at Chateau Tanunda in August, Ms Slade said Canada and the US were the two critical export markets for Australian wine.

“In both we have a very strong consumer and trade base, and a long history of supporting Australian wine,” she said.

She said the US market was in a sense of “rebound”.

“We’re reengaging with the category at a more premium price point, telling our premium, regional and diverse stories,” Ms Slade said.

“We’re looking at raising and having our higher price points, and letting regions like the Barossa be able to showcase their fine wine story.”

Solid partnerships with the Canadian liquor board were responsible for a “very strong” retail component.

“But we’re trying, similar to the US, to lift that regional premium fine wine story,” Ms Slade said.

“And that seems to be getting some traction but it’s a slower recovery and it’s a smaller market share, so it’s going to take a while – but we’re in this for the long haul.”

South Australian wines had been the predominant exports to North America and Ms Slade said consumers there were familiar with the “wonderful” SA styles.

“There’s a lot of activity and interest for the Adelaide Hills, Langhorne Creek, Coonawarra and the Limestone Coast, all those are great wonderful regions that are worth a lot more exploring; again our fine wine story is just evident in all those places.”

Ms Slade said there was a confidence among Australian winemakers and there was “every reason” to be so.

“Our wines are world class and absolutely merit a position on the high level retail shelves – not the low shelf, but the top shelf – as well as top restaurant lists,” she said.