Aus wine industry in Japan and S. Korea, report released

Australian winemakers have the opportunity to understand two important export markets thanks to the release of the Startburst Insights report ‘Uncorking new opportunities for Australian Wine in Japan & South Korea’.

Commissioned by Australian Grape & Wine, the report provides details about how Australian wine is perceived by consumers in Japan and South Korea, which could then help Australian wine businesses understand how to position themselves in these markets. Funding for the report was provided through the Department of Agriculture, Fisheries and Forestry’s Agricultural Trade and Market Access Cooperation (AMTAC) grants program.

Australian Grape & Wine Chief Executive Tony Battaglene said: “ATMAC has allowed us to better inform our process around market access and development. In developing this report, we have worked to complement Wine Australia’s marketing program. By focusing on the point of view of the local consumer in Japan or South Korea, we are encouraging a better connection between Australia’s uniquely diverse supply-focused offering with a demand-focus — that is, what consumers want and how they like to purchase it.”

The research shows the perception of Australia and the Australian wine category and outlines its perceived weaknesses and strengths. The information is also expected to provide support to the Australian Wine Ambassadors in Japan and South Korea, which were both funded by the ATMAC program.

“Understanding consumers in new and emerging markets will be vital to our sector’s ability to grow demand, as we seek to re-address the Asia opportunity in this COVID-recovery phase and as we continue to deal with the impacts of the effective closure of the China market to Australian wine,” Battaglene said.

Australian Grape & Wine is hosting a webinar and in-person workshops to share the findings with industry. The initial free webinar will be held on Tuesday, 19 July, 1.30 pm ACST.

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