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Australian Wine Makes Progress In Premiumizing U.S. Mix

December 6, 2021

Australian wine has long sought to premiumize its profile in the U.S. market, and recent data show it’s making headway. According to data provided by Wine Australia, exports to the U.S. priced above $10 a liter were up 16% to the U.S. through September 2021. In addition, more Australian producers are sending wine to the U.S. now than at any time since 2010, with the number of producers exporting up 30% since 2012.

“We have seen a significant increase in wineries entering the U.S. market in 2021, and are very encouraged to note that the average price point for new entrants to the market is $17 a bottle, reflecting a strong premiumization trend for Australian wine in the U.S.,” says Aaron Ridgway, regional general manager, Americas, for Wine Australia.

Meanwhile, Wine Australia has partnered with VinExpo on an initiative to bolster the category’s global profile. VinExpo’s Vinexposium Connect platform launched in October 2021 and brings together wine and spirits producers with the trade community members who attend VinExpo’s global events. Beginning in January 2022, the partnership will allow more than 500 Australian wineries and 4,000 wines to be featured on Vinexposium Connect. In addition to placement on the trade platform, Wine Australia will also provide educational materials and master classes to boost the effort.—Shane English

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