Victorian Government Announces Inbound Wine Super Trade Mission

Victorian Government Announces Inbound Wine Super Trade Mission

Wine Victoria congratulates the Victorian Government's intention to host an inbound Super Trade Mission to promote Victoria's wine to the world.

The Victorian wine industry is an important exporting partner for the Victorian Government, particularly as wine is one of Victoria's most valuable food exports.

This week, the Hon Louise Asher invited China's leading wine buyers to join this trade mission, scheduled to take place in May 2015.

Ms Asher is currently leading the Victorian Government's 2014 Victoria Week Trade Mission to China, which features 120 companies, including 17 wine companies, and Wine Victoria, the state's peak wine body.

Wine Victoria has been making the case for the Government to partner with industry on more inbound wine-based trade missions.

Damien Sheehan, Wine Victoria Chair said that industry was particularly interested in trade missions that bring the world's wine influencers directly into our regions.

"This announcement is an excellent example of what we have been promoting," he said.

Victorian Wine exports are worth $275 million per year and growing rapidly, particularly as the Australian dollar drops and the world develops a taste for Victoria's premium wine.

However, there have been barriers to increasing existing Victorian wine exports.

Wine Victoria members have reported that the high Australian dollar, Victoria's low profile as a producer of premium wine, a lack of on-ground support as well as fierce competition from other wine-making countries has made things tough.

Recent information from the Australian Grape and Wine Authority (AGWA) has been promising, reporting that during the 2013-14 financial year premium wine (over $7.50 per litre) grew in many markets generating almost $450m in annual sales, or a quarter of the value of Australia's wine export market.

Ms Asher also spoke at an event in Chengdu promoting Victoria as a leading tourism destination and one of the world's premier centres for major international sporting and cultural events.

"We are committed to growing the number of Chinese visitors, and not just from established markets such as Beijing, Shanghai and Guangdong; we recognise the importance of markets such as Sichuan and the broader Western China region," Ms Asher said.

Wine Victoria looks forward to working with the Victorian Government on delivering this Super Trade Mission, and the wider tourism promotion of the state to ensure Victoria's wine regions are on show at their finest.

 victoria on table copy  Rachael and Minister Walsh copy
 The "Put Victoria on your Table" event took place at the Temple of the Forbidden City, Beijing during Victoria Week Trade Mission to China  

The Hon. Peter Walsh, Minister for Agriculture and Food Security with Wine Victoria Executive Officer Rachael Sweeney at Victoria Week Trade Mission to China