Australia’s oldest family owned winery, Yalumba, is expanding its push into China.

The South Australia based Yalumba has been producing wine since 1849, but is now taking on the Chinese market. It has recently formed a partnership with leading Chinese distributor, ASC Fine Wines and it will be the first wine company to showcase at the world’s second largest beer festival, the Qingdao Beer Festival to be held in China in August 2016.

“China is important for the entire Australian wine industry,” said Nick Waterman, Managing Director at Yalumba.

“Recently China elevated its position to become the second largest market for Australian wine exports, by value, behind USA and is predicted to become the largest market, by value, in the foreseeable future”, he said.

Yalumba says it views the festival as a strategic opportunity to establish its brand as a leading one in a critical market.

“We are using this opportunity to showcase Yalumba in what is a very significant consumer festival in China and introduce key Chinese retail and restaurant trade to our wines in association with our recently appointed distributor, ASC Fine Wines.  It is about building sustainable sales and strong brands,” Waterman stated.

The winery is also hoping to establish its vineyards as an international tourism destination.

“Wine tourism forms a significant component of promoting the industry and is a draw card for Chinese visitors,” Waterman said.

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