The race is on for the Chinese wine market and Australian vintners are heading the race to get into the market. As part of their marketing efforts, 600 employees of beverages giant Pernod Ricard were brought to Australia’s Barossa Valley for a crash course in appreciating a wine range specially developed for the Chinese palate.
“With an average age of just 31 and a taste for quality brands, the group are key to Pernod Ricard’s push of the premium Australian range into China’s flourishing wine market and its 200-million-strong middle class,” Fin Week reported.
“”We are definitely going after young new consumers that are coming into wine,” Con Constandis, the company’s China managing director, told Fin Week.
The group were hosted by Jacob’s Creek, which is China’s top-selling imported wine. Jacob’s Creek have developed a wine range specially developed for the Chinese palate: not too alcoholic and with soft tannins.
Australia is second only to France in the rapidly expanding import wine market in China, with a 20% share of the 10 million cases brought into China each year. Australian government’s wine agency has projected exports to grow by 50% this year to value $200m.