More local wines breaking into Australian markets

More local wines breaking into Australian markets

Sales of Hawke’s Bay wines into Australia look set to grow as a result of a road show held in Melbourne and Sydney in July.

Hot Red Hawke’s Bay Australia organisers, Hawke’s Bay Winegrowers Inc. has collated survey forms from the participating local wineries and 18 percent indicate they made new sales and a further 71 percent have generated new sales leads.

Twenty-four Hawke’s Bay wineries exhibited in the two events and shared over 130 wines from vintages 2005 to 2010 and price points from $16 to $95 with wine trade and media, plus discerning invited wine enthusiasts.

Within the New Zealand Hot Red events, now into the sixth year, wines are restricted to red varietals but white wines were included for the international audience. Chardonnays were the most prevalent but also Sauvignon Blanc, Pinot Gris, Viognier and Gewürztraminer wines were featured. Reds included Syrah, Merlot, Pinot Noir, and blends.

“We needed to ensure the emphasis was on all Hawke’s Bay’s strengths and the response from attendees, some of which has been revealed in subsequent media coverage, has been very positive,” says Lyn Bevin, Executive Officer of HBWG.

“The challenge now is to keep and build the momentum we have gained, make the most of the contacts and interest established, and get more Hawke’s Bay wines in Australia at the premium price points they deserve,” she says.

“The exchange rate, the relatively low cost of servicing and the WET refund make this one of the most lucrative markets for us.”

An overwhelming 94 percent of responding wineries indicated they would be keen to participate in Hot Red Hawke’s Bay Australia again and 75 percent were keen to participate in a Hong Kong event in the future.

Peter Cowley, Te Mata Estate winemaker, was one of the locals who fronted the Australian events. He believes the tastings in Melbourne and Sydney were easily the most effective promotion of Hawke’s Bay wines he had seen outside New Zealand.

“The steady stream of trade and public during the entire eight hour day demonstrated that there is strong interest in Hawke’s Bay wines in the major Australian cities. The high praise by many of the guests and the very positive feeling in the room could not

help but create the impression that the Hawke’s Bay wines on show came across as being of the highest quality.”

Over 300 people attended the Melbourne event with more than 200 of those from the hospitality trade and media. Over 200 Sydneysiders attended the second day.

Funding was provided by NZ Trade and Enterprise as part of the Regional Strategic Fund.

ENDS

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