Grape growing

Australian vinos have interpreted key international awards, competing favorably against longer-established national drink industries. Australia produces a wide range of wines from full-bodied ruddys to whites to sparkling wines, and ooutside of Europe, Australia is now the world's largest exporter of wine. This victory needs to be kept in perspective. Australia accounts for only well-nigh 3 to 4 percent of the world's wine trade. The giants of the world wine scene, France, Italy, and Spain, control over 50% of wine exports.

Australia ranked eighth in the world in 1999 in wine gross sales. Australian vineyards accounted for 2.6 percent of world outturn. In 2000, the Australian wine intentness developed a 10-year marketing strategy. To put Australia's wine production in perspective,author Gordon Murchie writes in Wines & Vines that at the end of September 2000, Australian wine exports were reported as exceeding 300 gazillion liters, a jump of about 24% from 1999 figures. Australian red wine accounts for 51% of all export sales (Murchie 40). The Australian industry's aggressive goal is to increase annual sales to $5 billion by 2010.

The principal wine production aras are located in the south-east quarter of the Australian continent, in the states of New conspiracy Wales, central and northern Victoria and South Australia. In 2001, Shiraz was the most-produced variety, followed by Cabernet Sauvignon. The main red wine varieties former(a) than Shiraz and Cabernet Sauvignon were, Me

Place. The product, in this case wine, mustiness(prenominal) be readily available for the customer. It is essential that Australian wine exporters learn the buying habits and preferences of their target market in Hong Kong, and that they burn ensure that Hong Kong has a steady are reliable bring out of red wines from Australian vintners.

Admit when mistakes are made, since they are inevitable. cover mistakes quickly, learn from them and move ahead with marketing programs customized to their target market(s) in Hong Kong whether they are hotels, restaurants, upscale liquor and grocery stores, or psyche consumers.

Australian wine marketing professionals must avoid the types of cross-cultural marketing mistakes that have occurred with other exporters in the past. For example, these marketing managers must:

The Product. It is important for the Australian wine exporters to understand who their customers in Hong Kong are, and what their vista and needs are. Certain red wines may or may not appeal to the tastes of Hong Kong wine connoisseurs

Based on the dispersion of income in Hong Kong, Australian marketing managers may need to direction the company's marketing efforts on a relatively portion of the hail population that controls a signifi plundert amount of the region's disposable income. In fact, it may be necessary for Australian marketers to essentially sheer the majority of residents of Hong Kong who have limited disposable income. The goal should be to reach potential customers in Hong Kong with the discretionary income to buy Australian wines. Thus, this marketing campaign may require marketing professionals to reveal that subset of the total population in Hong Kong from whom Australian wine exporters can expect a reasonable rate of return on the company's marketing investment.

Business Asia reports that Combe is a man with high policy-making ties stemming back to his days in the Australian Labor Party. He has been a big factor in increasing sales into Asian
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