Australian wine makes a comeback in the U.S.

Posted by AFN Staff Writers on 16th November 2011

Australian wine is making a comeback in the U.S. market, according to market intelligence released today by the Australian Government statutory authority Wine Australia.

Australia is already the second largest country of origin for imported wines into the U.S., behind France. Wine Australia’s market report for September 2011 showed Australian wine sales for the A$15-19.99 segment were up 23 per cent in the US and wine sales in the A$20+ segment were up 4.6 per cent.

Wine Australia’s Regional Director North America, Angela Slade said, “Australian wine statistics have made headlines on the negative figures, but I feel the most compelling story lies in the pockets of growth and the Australian premium comeback trend that is shaping up before our eyes. We are at the beginning of a new chapter for Australian wine in the U.S.”

The Wine Australia Export Report for September 2011 shows that Australia is shipping more high-end wines for the second quarter of the 2011/12 financial year. The A$20 to A$50 price segment has seen 60 per cent growth and the over A$50 price segment has seen 21 per cent growth during this period.

Wine Australia ‘Immersion’ succeeds in U.S. market

Just under three years ago, when things were looking gloomy for the Australian category, Wine Australia created the ‘Immersion Program’ as a grassroots education effort to counter the stereotypes the U.S. trade and media were expressing about the Australian wine category.

Wine Australia’s Market Development Manager, Mark Davidson said, “Many of the key trade had either forgotten about certain Australian wines or, as was more often the case, simply not been exposed to them. The more restrained and elegant wines are definitely turning some heads but it is the full range of Australian wine styles and crystal clear regional expression that has been most commented on. It is very satisfying to watch the collective light bulbs switch on.”