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Australian wines break into emerging markets in Asia

Australian Ambassador Amanda Gorely

Australian Ambassador Amanda Gorely

Wine Australia’s Asian Emerging Markets Roadshow 2018 is spreading the word about Australian wine in the Philippines, Thailand, Sri Lanka and Vietnam. The event rolled into to Manila this week to showcase different Australian wine brands to Filipino consumers and retailers alike.

The Australian Wine Made Our Way initiative is part of the Australian Government’s plans to break into new markets in the sector.

Speaking at the event in Manila this week, Australian ambassador to the Philippines Amanda Gorely said there was a lot of potential for Australian wine in the country.

“On behalf of the Australian Government, we certainly see the Philippines as a growing market for Australian wine… the Philippines is the 22nd largest market overall for Australian wine. It is of course the sixth largest emerging wine market for Australia and the 10th largest export market for us in Southeast Asia,” she said.

Gorely said the wine event was a good avenue for Filipinos to experience Australian wines and culture, without having to fly Down Under. She noted that the rich traditional food pairs well with world-class Australian wines.

Australian Wines

“The events raise awareness of regional and iconic Australian wine in the Philippines. We’re looking forward to the Philippines market embracing the opportunity to expand the offerings of Australian wines to industry and consumers,” said the Australian Embassy’s senior trade commissioner and counsellor Elodie Journet.

“We are seeing these markets become more cosmopolitan and develop a greater demand for international food and wine. This is a wonderful opportunity to highlight Australia’s thrilling wine scene,” Wine Australia’s general manager marketing Stuart Barclay added in a statement.

“Australia’s unique climate and landscape have fostered a fiercely independent wine scene, home to a vibrant community of growers, winemakers, viticulturists and vignerons. With more than 100 grape varieties grown across 65 district wine regions, we have the freedom to make exceptional wine and to do it our own way. We’re not beholden by tradition but continue to create our own traditions and push the boundaries in the pursuit of the most diverse, thrilling wines in the world. That’s just our way.”

Gill Gordon Smith
Gill Gordon Smith holds wine masterclass

Australian Wine Educator of the Year 2017 Gill Gordon-Smith also held a wine masterclass to educate Filipino consumers, suppliers and retailers attending the event on the various wines from different parts of the country as Australia focuses on regionality with their wine products.

”We’ve got the best Pinot Noir in the world [because] we’ve got the climate,” said Gordon-Smith. “We’re [also] making wines with low alcohol content. It’s that diversity, that makes it very innovative.”

She said that what makes their wine different is that they deliver in all price points, making it easier for consumers to purchase wine according to their budgets. She said Aussies are passionate about what they do and bring out the best quality wine the country can offer to countries like the Philippines. Gordon-Smith also said that due to the impending climate change winemakers have started making them in colder areas.

Killibinbin and Brothers in Arms

She noted that sparkling wine isn’t too popular in the Philippines, possibly due to Filipinos’ association with soft drinks rather than wine. Australian Chardonnay and Cabernet Sauvignon are the top choices for the consumers locally while red wine is preferred to white.

Australians have a wide selection of Shiraz, Cabernet Sauvignon, Chardonnay, Riesling, Grenach and Semillon but the winemakers passions in making them extend to ‘alternative’ varieties which are suited to warmer climates such as Fiano or Nero d’Avola. The goal for the event is to introduce these wide variations to other countries and promote them more – as Australia face tough competition with winemakers from France and Spain.

Several Australian winemakers were present at the Australian Wine Made Our Way event to introduce their products to the emerging market in Manila – including Taylors Wines, Brokenwood Wines, Tempus Two, Brothers in Arms, Yerring Station, Fishbone Wines and Xanadu Wines – among others.

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