Challenges of emerging international wine markets

摘要

There is no doubt that the Australian wine sector has achieved outstanding success over the last 15 years. Driven by a stellar export performance, by the early 2000 s the Australian wine sector had become the aspirational target for other 'New World' wine producers and the envy of the 'Old World' producers, many of whom had seen their own market share negatively affected by Australia's success. However, closer examination reveals that our export success has centred on English-speaking markets: Five of our largest six export markets are all English-speaking. When you add to this our own domestic Australian market, which at approximately 430 million litres (the equivalent of 48 million nine-litre cases), is still the largest single market for Australian wine, we find that over 85% of all Australian wine is consumed by English speakers! This fact is all the more remarkable when you consider that per capita wine consumption of English speakers is fairly modest by comparison with French, Italian, German and Spanish consumption.