Recent industry data confirms that the industry’s current path is not viable. Australia’s return to a changing Chinese market requires a strategic review, writes GreenGold Ventures CEO Anthony Coles.

Two years ago, as the trade winds shifted, a strategic alternative was proposed to the Australian wine sector at an industry workshop briefing at Magill Estate.

It suggested, as a result of deep structural market shifts in China, that South Australia’s wine industry stop viewing the Chinese market solely through the lens of volume (and tariffs), and instead look to the development of the market to be based on shared values of sustainability, high-quality viticulture and regional wine tourism.

The response? $2 million tossed towards attending the same old trade shows in China to pour free drinks, a major Wine Technical Conference hosted in Adelaide with limited Chinese industry participation, and a failed industry support package recently extended for another two years.

InDaily‘s article, highlighting recent industry data, confirms that this current path is not viable. Australia’s return to a changing Chinese market requires a strategic review.

However, with industry support for its industry body at record lows, change will require entrepreneurial endeavours and risk-taking from a new generation of wine pioneers.

As we look at the future market landscape as clearly set out in China’s 15th Five-Year Plan (2026-2030), the priorities are clear.........

© InDaily