Vietnam: A key growth market for Australian Wine Exports with 8% annual increase

Last week, Wine Australia, in partnership with the Australian Trade and Investment Commission, hosted a series of wine tastings across Southeast Asia, including Indonesia, the Philippines, Thailand, and Vietnam, reflecting the importance of these markets for Australian wines.

Credit: Wine Australia

Over 40 brands representing 25 Australian wine regions participated across five cities, showcasing more than 100 wines at each event. Two masterclass sessions were conducted in every city, hosted by Mark Davidson, Wine Australia’s Head of Education Development and author of The Wines of Australia (2023). The Vietnam events took place in two cities: Ho Chi Minh City on October 14 at the JW Marriott Hotel and Hanoi on October 16 at the JW Marriott Hotel.

The event was a hit, with over 250 trade and media attendees in Vietnam. Rebecca Ball, Senior Trade and Investment Commissioner for Vietnam, and Sarah Hooper, Australian Consul General in Ho Chi Minh City, were also present.

Credit: Wine Australia

The first masterclass delved into the history of Australian wine, where attendees explored the evolution of Australia's wine heritage through a tasting of iconic classics, reflecting the country’s diverse winemaking influences. The second masterclass offered a deep dive into Classic and Contemporary Australian wines, taking participants on a journey through both traditional and modern expressions.

Paul Turale, Wine Australia’s General Manager of Marketing, expressed excitement about showcasing a wide range of Australian wines, from well-loved classics to new and innovative styles. Mukund Narayanamurti from Austrade also highlighted the importance of Southeast Asia as a growing market for Australian wines.

Credit: Wine Australia

Australian wine export statistics (12 months ending June 2024) 

Australian wine exports increased in value by 17.4 per cent to $2.2 billion with exports to Southeast Asia represeting $225.3m.

Indonesia

• Australian wine exports to Indonesia are valued at $7.8m, having grown 2 per cent on average each year since 2019. Shiraz and Cabernet Sauvignon are the most popular Australian wines, with white wines including Chardonnay, Pinot Grigio, Riesling, and Sauvignon Blanc showing strong growth.

Philippines

• Australian wine exports to the Philippines are valued at $13.7m, having grown 7 per cent on average each year since 2019. Moscato is the #1 Australian wine, followed by Cabernet Sauvignon and Shiraz.

Thailand

• The 8th largest export market for Australian wine valued at $58.3m, having grown 16 per cent on average each year since 2019. Cabernet Sauvignon, Shiraz blends and Shiraz are the top Australian varieties, with Cabernet Sauvignon and Chardonnay in growth.

Vietnam

• Australian wine exports to Vietnam are valued at $9.4m, having grown 8 per cent on average each year since 2019. Shiraz, Shiraz blends, and Cabernet Sauvignon represent the majority of exports, with Chardonnay, Riesling, and Moscato in growth.

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