Margaret River region is exporting more wine than ever

An international marketing campaign has resulted in increased Margaret River premium wine exports over the last year.
An international marketing campaign has resulted in increased Margaret River premium wine exports over the last year.

THE Margaret River region is exporting more bottled wine than ever before with China, Singapore and the United Kingdom emerging as key markets.

Figures released by the Department of Agriculture and Food WA revealed the region remained the state’s main exporting wine region accounting for 66 per cent of bottled wine exports and 84 per cent of the state's premium wine exports. 

In 2015, a bottle of Margaret River wine attracted an average export price of $11.52 per litre, up five per cent on the previous year.

It is the second highest price from Australia's 65 wine regions, behind the Barossa Valley at $16.08 per litre.

The wine industry and state government ran an international marketing campaign which has resulted in increased premium wine exports over the last year.

According to Fermoy Estate managing director Cameron Rhodes there was increased interest from international markets particularly from China.

Recently, the winery was chosen along with Vasse Felix as one of two Margaret River wines which would be served on China Southern Airline flights between China, Australia and New Zealand.

Mr Rhodes said China Southern was the biggest airline in Asia and they were pleased their wine was being served on the flights.

“It has resulted in more Chinese visitors to the region,” he said.

“There have been a definite increase in international sales and more interest in red wines.

“The market is getting more sophisticated and people are noticing the difference in good quality wine and want the best produce from green areas.

“The Margaret River region is doing well to become established in that market.”

China Southern marketing coordinator Jodi Lin said the airline transported more than 100 million passengers in 2014 and there were big potential gains for WA’s wine sector.

The airline’s Perth general manager Alex Zhao said China Southern intended on working with WA wineries long term and wanted to serve the wine on all its domestic and international routes.

“The labels were chosen because of quality and the potential to promote Margaret River tourism,” he said.

WA agriculture and food minister Ken Baston said over the last year the value of bottled wine exports grew 20 per cent to $40.8 million.

Mr Baston said premium wines comprised 57 per cent of exports at an average value of $15.15 per litre.

"The strongest export growth markets were China, which increased 23 per cent to a value of $9.2 million,” he said.

“The UK increased 19 per cent to $6.5 million and Singapore increased 28 per cent to $3.75 million.”

The export value of premium wines grew in all top markets, and was strongest in Singapore, growing 47 per cent to $3.3 million.

The USA grew 36 per cent to $2.4 million, and the UK increased 23 per cent to $2.8 million.

"The wine industry generates substantial benefits for regional economies and the state's wine and food tourism sector," he said.

Vasse MP Libby Mettam said it was fantastic the region accounted for a high proportion of bottled wine exports.

She said the figures released by the state government reinforced the regions reputation as a global premium wine producer and exporter.

“It also creates a pathway for WA to become a leader in wine education and viticulture, as well as further supporting the global tourism brand of this food and wine region,” she said.

This story The Margaret River region is exporting more wine than ever first appeared on Busselton-Dunsborough Mail.


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