VINEXPO ASIA 2024

Australian wines on show

Vinexpo Asia was held in Hong Kong for the first time in six years, and was a great occasion for Australian wineries to reconnect with the Chinese market after the lifting of tariffs. By Vanessa Cavasinni.

From 28 to 30 May, exhibitors and visitors from all over the world poured into Hong Kong Convention and Exhibition Centre for Vinexpo Asia 2024, the leading industry event for wine and spirits professionals in Asia-Pacific. Over the course of the expo, more than 1,000 exhibitors represented 35 nations, with 14,000 people attending the show.

Vinexposium CEO Rodolphe Lameyse got the expo officially underway on Tuesday 28 May with an opening ceremony, stating that the industry was operating in a difficult landscape, but that Asia was proving to be a crucial market for the wine and spirits industries globally.

“Our return to Hong Kong brings a wave of optimism and hope. Indeed Asia, and specifically China, is proving to be the key market for industry and demonstrates strong dynamics,” he said.

Reconnecting with China

Australian producers and distillers had a significant showing at Vinexpo Asia, the third largest after France and Italy. Wine Australia CEO Dr Martin Cole took the opportunity to sit down with National Liquor News and discuss the show’s importance for Australian wineries in Asia.

Cole’s assessment of Vinexpo Asia was that it was extremely positive for Australian exhibitors, introducing their wines to new markets, as well as reconnecting with China.

The reconnection, of course, is in relation to the Chinese buyers looking to re-establish trade with Australian wineries after the lifting of tariffs on Australian wine. Pre-tariffs, China made up more than a third of Australian wine exports, with a value of $300400m, and the hope is that wine exports to China can get back to those levels.

Richard Burch, Sales Director of Howard Park Wines, spent the first day of Vinexpo in meetings, which were a good mix of re-catch-ups with former partners, and meeting new buyers. He told National Liquor News it was a good first step.

“I’m really excited about a lot of those discussions. Obviously there’s a lot of work to do. It’s one thing to have those meetings, but it’s all about the follow up and the continuation, but there seems to be a really good energy and a good buzz,” stated Burch.

“We’re just putting our best case forward, putting our best wines forward and forming those relationships or reestablishing those existing ones.”

Despite there being plenty of excitement for Australian wines, Cole explained that the demands and tastes of the Chinese consumer have changed in the last few years.

“In terms of the positioning within China, I’ve gotten a lot of questions about pricing. We had the top spot in terms of premium wines, we had a 30 per cent share of premium wine in China, at USD$19 per bottle and right above that. But I think we’re seeing changes to the consumer demand for different products,” he said.

Premium offerings are still sought after, particularly with sparkling wines, as attested by Danika Windrim, Marketing Manager of House of Arras.

“There’s definitely an appetite for premium offerings. We’re actually only going to be selling into China, the House of Arras range from Brut Elite and above. In Australia, Brut Elite retails for $65. We’re taking the premium stance, and we feel that that’s the best fit for building the brand in that market for the long term.”

A diverse wine nation

While rebuilding trade in China is a key focus for Wine Australia, engaging with new markets and maintaining a diversification strategy is still a priority. Another focus is encapsulating the magnitude and diversity of Australia’s wine offer, having recently undergone a rebranding to capture this.

“I don’t think anywhere in the world, would you find the diversity that we’ve got in our vines. We’ve got 100 varieties, 65 wine regions. Look at our soils, our climates, the people that make our wine, they’ve all got a unique storyteller,” said Cole.

“We’re trying to capture that amazing diversity. So, think of ancient lands with a modern approach. You’re able to go from earthy to elegant, from lean to lush, you know, so we should celebrate that diversity and the quality of our wines, and the ability to service all sorts of different demands and markets in that space.”

That messaging was clearly received from the buyers at Vinexpo Asia this year. Evan Gill, Estate Sommelier for Vasse Felix in Margaret River said questions about the region played a bigger role in conversations this year.

“Coming from the youngest region of Western Australia, it’s been really refreshing to have people wanting to know more about Australian wine, rather than just saying ‘Can I try your Shiraz?’ Which is fine, but what has been really interesting is people being interested in ‘Where exactly are you? And what is your terroir? And what is your culture of winemaking?’” explained Gill.

He said: “The Aussie folks are checking if they have enough wine to serve, because there were so many people [at that part of the expo].

I think Australia is very excited, and exciting for the Chinese who desperately need wines from Australia.”

Château Tanunda proprieter John Gerber agrees, calling Australian wine “sunshine in a glass”.

“The Chinese market loves Australian wines. They’re big, bold and fruit-sweet, and can handle big dishes. We’ve got very good quality wines with value for money – particularly in the Barossa. Australian wines are sunshine in a glass.”

Overall, Vinexpo Asia was an excellent show for Australian wineries to reconnect with the Chinese market in particular. As Burch puts it, it was a great first step to re-establishing trade with our biggest international wine buyer.

“I think the future for Australian wines has got some nice bright sparks there, we just need to pursue it and keep at it.”