BSBMKG606A3.docx - BSBMKG606 Manage international marketing programs Marketing performance Analysis The demand for fine Australian wine in China

BSBMKG606A3.docx - BSBMKG606 Manage international marketing...

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BSBMKG606 Manage international marketing programs Marketing performance Analysis The demand for fine Australian wine in China continues to soar, with our most recent Export Report showing that Australian wine exports to the Chinese mainland grew by 50 per cent to $419 million in the 12 months to the end of June 2016. The vast majority of these exports, around 93 per cent, were made up of red wines with value increasing by 53% to $390 million. While the domination of Australian reds over whites is expected to continue for some time, there were some green shoots of growth for Australian white wines. Despite coming off a low base, there was clear growth in Australian white wines in the Chinese markets with value increasing 14 per cent to $19 million. Interestingly the growth in the value of Australian white wine exports to China is taking place at the higher price points. This indicates that changes in the Chinese market are expected as consumers’ tastes diversify, showing potential for future growth in this area. Paul is a strong
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