The Australian government has this week unveiled a AUD 50 million ($39.5 million) investment to promote the country’s wine exports and wine tourism offer.
Australian Vignerons, the Winemakers’ Federation of Australia and Wine Australia have worked in close consultation with the Australian grape and wine sector to develop the business plan for the package, which will be delivered over three years.
The plan consists of four programmes that aim to transform the sector by enhancing and showcasing the nation’s wine tourism offering while driving further demand for Australia’s growing wine exports.
The value of Australian wine exports increased by AUD 201 million ($159 million) in 2016-17 to reach $1.83 billion, thanks to strong growth in China and the US.
There will now be a focus on accelerating growth and international demand through multi-year marketing campaigns in the US and China. The government also aims to create export-ready businesses by building the capacity of grape and wine businesses to capture export and tourism opportunities.
Grants will also be available in different states to develop wine tourism experiences and attract international tourists.
Australian Vignerons independent chair Jo Andrew praised the manner in which all parties had supported the opportunity provided by the package: “This funding allows Australian growers and makers of wine to build on the excellent recent results in both domestic and international markets.
“This is a great outcome from the collaboration between the wine sector, Wine Australia and the federal government.”
Winemakers’ Federation of Australia president Sandy Clark added: “The AUD 50 million package provides a once in a generational opportunity to grow demand for Australian wine.
“It will benefit all winemakers and provide a lasting platform for profitability throughout the supply chain, and I would like to thank all those who have got behind this initiative. It is now up to us to maximise the opportunity.”
© FoodBev Media Ltd 2020
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