Export Markets
The Australian Wine export market was worth 2.8 billion Australian dollars (A$) a year in June 2007, having grown at 9%pa. Of this about A$2 billion is accounted for by North America and the UK, and in this key latter market Australia is now the largest supplier of still wines. 2007 statistics for the North American market show that Australian wine accounted for a 17% share of the total value of U.S. imported wine, behind France with 31% and Italy with 28%.
New marketing strategies developed for the key UK market encouraged customers to explore premium Australian brands, while maintaining sales of the lower-margin high-volume brands, following research that indicated a celebratory dinner was more likely to be accompanied by an inferior French wine than a premium Australian wine. This is partly due to exchange rate fluctuations, making Australian wines appear much cheaper than French wines in the UK and hence perceived as being of poorer quality. While this situation may be somewhat mitigated by the continued rise in the Australian dollar during 2010, the stronger currency threatens to weaken Australian exports to the crucial US market.
Australian wine accounts for a very large imported wine market share in South Asian countries and is the second largest imported wine in India with a market share of 16%.
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