South Australia plans to further penetrate Indian wine market



October 03: According to a September 29, 2021 press release from MP Stephen Patterson on the official website of the government of South Australia, which accounts for more than 60% of the country’s production, including the ubiquitous Jacob’s Creek, launched a 12 month program for South Australia. The Indian Wine Expansion Program which will provide training and assistance to South Australian wineries that are already exporting or looking to enter the Indian market, writes Subhash Arora who thinks it could be a tedious journey for most, but rewarding for the privileged few.

According to Connectplus, MP Stephen Pattersonthe Trade and Investment Minister said the initiative will help both South Australian wine producers who are already exporting to India but looking to tap new markets and wineries that are not. not yet entered the market but wish to develop.

The Indian Wine Expansion Program will run for 12 months and will focus on how to access the Indian market, build strong brand awareness and provide Indian importers and distributors with key insights and insight into Indian wines. ‘South Australia. “The Indian Wine Expansion Program will provide importers, distributors and buyers in target cities, including Mumbai and New Delhi, the opportunity to participate in dedicated South Australian wine promotions at top hotels and restaurant chains. range, as well as online activations. »According to the official website of First (equivalent of a chief minister in India) Deputy Steven Marshall.

The driving force and genesis of the current project dates back to November 2020 when Australia realized that China was not likely to change its tough stance of imposing tariffs of up to 220%. The agile industry had to think of new plans quickly. It had met earlier in the 2008-09 global collapse when Wine Australia pleaded with Australian producers to look to China for survival. The results were astounding as China became its biggest market and was still expanding, thanks to a free trade agreement, until the Chinese pulled the rug out from under last year.

A new program has been spear helping South Australia’s small and medium-sized wineries diversify into emerging Asian markets for the first time and focus their exports to Asian countries like Japan, Malaysia, South Korea and India. The program would develop resources in each of these four markets to help wineries know what to expect and how to prepare. An overview of each country’s market, information on sales channels, a detailed consumer profile, and a guide to doing business in each market were to be provided. The current project appears to be the culmination of this plan.

South Australia had already attempted to enter the “lucrative Indian market” in 2009 and, as reported delWine in its 348th issue of November 2009, “South Australia is one of Australia’s largest wine-producing states with 50% of production coming from here,” said Trade Commissioner Michael Carter as he began the evening. It has 17 of the 64 wine regions, including the best known in India-Barossa Valley. It also has Eden Valley, Coonawarra, Adelaide Hills and McLaren Vales where wines purchased of D’Arenberg, Shaw & Smith (Brindco is the importer) and Yalumba (imported by Sonarys) are produced.

The government of South Australia has also announced the launch of a two-year wine education program in Delhi and Mumbai to showcase premium wines from South Australia regions and winemaking expertise. in the Indian market, which will be launched in 2018 and hosted by the Wine Industry Association of South Australia. TO wine tasting chaired by the Principal Commissioner for Trade and Investment M / s. Leonie muldoon at the Australian High Commission on November 9, 2017, said: “India is a huge market and has great potential for South Australian wines, as Indians tend to spend on food, despite high taxes “.

South Australia produces more than half of total Australian wine – according to one delegate in attendance, that was an 80% share) and yet people don’t know that the ubiquitous and most revered Jacobs Creek Penfolds Barn are both originally from South Australia with a wide range of delicious wines at decent prices in the middle. The launch of the education program was aimed at filling the void and hoping to provide insight into the wines of the region.

Brian smedley, Managing Director of the Wine Industry Association of South Australia, gave a brief overview of the South Australian wine industry and said they are planning a wine education program to ‘lasting two years in Delhi and Mumbai. The program would give the Indian market insight into South Australian wineries and the diverse portfolio of grape varieties, styles and prices to meet current and future demand in India. This initiative by the government of South Australia indicated their growing interest in the Indian market which it said was difficult but lucrative in the long run.

“It’s all about wine education. We have been running these courses in Australia for 16 years and run around 15-17 each year, each course costing over A $ 200, ”he said, noting that the program would be free for Indians during this time.

Rajiv Singhal had organized this evening last year. We haven’t heard much about the program, except a Masterclass at Leela, which I couldn’t attend because I was abroad. The press release states that Sonal Holland MW has been appointed brand ambassador for South African wineries. She is offering to host a webinar later this month, which is aimed only at wineries in South Australia.

Keep your taste buds ready for such programs but don’t dream of tasting the latest version of a Penfolds Grange or Henschke Hill of Grace, the two best wines from South Australia and indeed all of Australia.

Subhash Arora

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