Wine Australia targets Japan and South Korea

Capitalising on a boost in export figures, Wine Australia hosted large-scale tastings in Tokyo and Seoul in partnership with Austrade.

The annual Australian Wine Grand Tasting in Tokyo saw over 500 guests and an increase in the number of exhibitors, with Wine Australia describing it as a “huge success.” The “tasting trail” led by certified A+ Australian Wine Trade Specialists offered guests a guided tour of the wines and regions presented at the event.

Makiko Morita, wine writer for Japanese drinks trade title Daily Wine and Spirits said, “There was genuine excitement among guests at the Australian Wine Grand Tasting Tokyo.  New Australian wine brands – introduced to Japan in the wake of the free trade agreement – added more to that sense of excitement. I was thrilled to witness something that appears to be an evolution because I believe change is an opportunity.”

In Seoul, it was the third Wine Australia event held, and more than 350 guests – including importers, retail buyers, sommeliers and wine media – tasted wines from 50 Australian brands with 16 new to the Korean market.

Suzie Chung, journalist from Korean wine news site Wine21.com commented: “This well-organised tasting provided guests with a superb opportunity to not only appreciate the well-known Australian classics exhibiting their distinguished yet evolving styles, but also to discover new varietal and blended wines from lesser-known, emerging regions.”

Wine Australia general manager – market development Stuart Barclay, who attended both events said, “It was remarkable to see the excitement and enthusiasm at the Grand Tasting events in Tokyo and Seoul with so many trade and media attending.

“From the conversations I had with guests, it’s clear that the Australian category is exciting the Japanese and Korean trade and I am hopeful that this will translate to increased sales of premium Australian wines in the coming months and years.”

In 2014–15, wine exports to Japan were up 10% in value to A$44 million while volume hit a record 12 million litres. Tariffs on bulk wine were immediately reduced to zero when the Japan-Australia Economic Partnership Agreement (JAEPA) came in to effect in January, contributing to a five-fold increase on bulk wine exports in the 12 months to 30 June 2015.

Australian wine exports to South Korea beneftited from an immediate removal of when KAFTA came in to effect in December 2014. The value of Australian wine exports to South Korea rose 28% in 2014–15 to A$10 million while volume rose 38 per cent to 1.5 million litres. Both value and volume of Australian wine exports to South Korea are at their highest levels since 2008–09.