Australian Grape & Wine (AGW) has received a $998,000 grant from the Australian Government to explore potentially lucrative new international marketing options for locally produced premium drops.
Minister for Agriculture and Northern Australia, David Littleproud said the grant would explore opportunities for the industry to diversify its overseas markets.
“The plan is for this grant to deliver two marketing and promotion pilots for Australian wine,” Minister Littleproud said.
“These pilots will look to get consumers on board in countries where there is great potential for growth – in this case, Japan and South Korea.
“There is an enormous amount of untapped potential in these markets, and the more inroads we can make into new markets the better off our winemakers, exporters and grape growers will be.
“It’s our job as a government to work with our state counterparts, industry and our Agriculture Counsellors to make sure we are all working together to make the most of these opportunities for Australian businesses.”
Tony Battaglene, CEO of AGW, said that the grant would be used to concentrate on consumer engagement and promotion.
“We’re looking at finding new ways to engage directly with consumers, in partnership with retailers,” Mr Battaglene said.
“Australian wine has a great story to tell – we provide a clean, green, high quality product. By improving our engagement with consumers, we can find better ways to get our message across.
“This is the critical first step in a much broader market diversification program that will provide Australian grape and wine businesses, and the regional economies that rely on them, a sustainable future.”
ATMAC grants have been awarded under the Australian Government’s Agri-Business Expansion Initiative (ABEI).
The Australian government has invested $72.7 million through ABEI to help Australia’s agricultural, forestry and fisheries industries diversify and expand their export markets.
Australian wine production in 2020-21 is forecast to be around 1.5 million tonnes of wine grapes and around 1.2 billion litres of wine.
The value of Australia’s wine exports is forecast to be $2.6 billion in 2020-21.