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Australian Wine Needs To Rethink Its Exports To China

March 6, 2012
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Australia should promote expensive wines in China to change a perception that Australian wine is cheap and therefore not good, according to Professor Zhangyue Zhou, Director for the Centre for AusAsia Business Studies at James Cook University

Professor Zhangyue told news.com.au that there were significant export opportunities for Australian wine makers in China, but the product suffered from an image problem because mostly cheap Australian wine was sold in China.

“As a country we are not doing a good job of promoting our wine to the Chinese market,” he said. “I think that’s damaging to our wine reputation. Because in China, if (a product) is cheap, normally people will believe its not good.”

That is good insight and advice for other wine producers as well.

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