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Delhi Wine Club

Posted: Saturday, March 06 2010. 10:30

Kiwi Whites Seducing Aussies

According to a Nielsen report, wine sales by value in Australia have doubled in three years and the young age group of 30+ years with higher incomes has been  driving strong consumption, with the Aussie women especially behind a surge across the nation pushing exported sales volume up by 42 per cent during the last year alone.

According to the Nielsen Liquor Group executive director Michael Walton, the report shows that  the new group of wine drinkers differed from the traditional group of  over 65, and comprises mainly urban professionals earning more than A$100,000 (NZ$129,000) a year. 

The NZ industry has reached $1 billion in exports a year earlier than forecasted and this was also attributed to unexpected surge in the Australian market. 

Sauvignon Blanc is still the strongest seller, and is a strong favourite of the younger people who are the key target and are not loyal to any particular brand. The evidence suggests that Pinot Grigio appealed to the same profile of customers and was one of New Zealand's great hopes for increasing the variety of wine types selling.

The oversupply issue created by two continuous bumper harvests has seen the New Zealaand winemakers look into new markets and  new customers. This resulted in 42.3% increase over the financial year 2009, while sales value has doubled over the last three years. Kiwi wines now represent 8% of the total wine sold through the off-premise market in Australia.

The report found that a core group of young Aussies who are relatively new to the wine category were driving the increase. These buyers are also more prone to experiment and taste new and alternate varieties, but this also means they are not necessarily loyal to any particular brand.

NZ dollar slide helps

One of the significant factors in the surge in import has been the continued devaluation of the New Zealand dollar against the Aussie pound making the difference between the two countries' official cash rates (OCRs) record its widest gap in nearly 20 years last week The kiwi dollar is trading at 77.54Ac against the Australian dollar which has climbed against 13 of its 16 major counterparts over the past month. The Australian dollar is trading at 0.6634 euro, near its strongest since 1997 and at 60.122 pence, near its highest level since 1985 against the pound.



Shane Kaushal Says:

New Zealand Wine industry is expected to achieve $1.5 billion in exports within the next five years. Among the main export markets, the single largest export market is Australia followed by Britain and the United States, with fast-growing markets emerging in Europe and Asia. New Zealand Sauvignon blanc now represents around 30% of white wine sales in Australia - a big change for the previously chardonnay dominant market. The 2010 New Zealand grape harvest, which has just commenced is expected to be similar to 2009 vintage about 285,000 tonnes of grapes. The 2010 vintage is being produced from around 33,000 hectares of grapes, up 2,000 hectares from last year. It was style and a focus on quality that was driving the appeal of New Zealand wines. Our wines are seen as a good fit with modern lifestyles and cuisine, which puts us in a good place Interested importers and distributors in India, Middle East and South Asia those are planning to add quality New Zealand Wine into their portfolio, may contact ANZ Wine directly.

Posted @ March 09, 2010 10:10


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