Wandering China

An East/West pulse of China's fourth rise from down under.

Victoria targets China’s wine thirst [The Age]


Genius move in economic interdependence? Victoria adopts a new ‘wine export strategy’ to ride on China’s booming middle class and its appetite for quality produce. According to this report, China currently boasts the fastest growing demand for alcohol in the world; growing at 17% in the past half decade. Its worth? $112 billion. Victoria has some work to do.

‘Victorian wine exports to Hong Kong and China totalled $42 million last financial year. Victoria is also keen to take advantage of China’s growing appetite for dairy products, with the Chinese government adopting a five-year goal to more than double average consumption of dairy products for primary school students.’

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Victoria targets China’s wine thirst
Josh Gordon, Beijing
Source – The Age, published September 27, 2011

THE state government has launched a new ”wine export strategy” to take advantage of China’s booming appetite for top-quality produce linked to the rise of the middle class.

Under the plan, 410 million Chinese consumers are expected to watch four 30-minute episodes of The Wine Tour on China’s main TV channels, with a $200,000 contribution from Victorian taxpayers and a $400,000 contribution from Australian exporters.

Premier Ted Baillieu last night hosted a dinner to showcase Victoria’s finest wines, beef, dairy and seafood, attended by business and culinary elite, including representatives from China’s largest supermarket, major retailers, exporters and Australian food producers.

Mr Baillieu said the four-part television series would be used to champion some of Victoria’s top winemakers, including De Bortoli, Brown Brothers, Rathbone Wine Group, Scotchmans Hill, Dominique Portet, Pfeiffer Wines, Hanging Rock Winery and Paringa Estate.

Victorian food producers, including Goulburn Valley Beef, Yarra Valley Dairy, Cobram Estate olive oil and Jade Tiger Abalone will also feature in the series.

China’s demand for alcohol has been growing at the fastest pace in the world, booming at an annual pace of 17 per cent in the past five years, with the domestic market now worth more than $112 billion.

Victorian wine exports to Hong Kong and China totalled $42 million last financial year. Victoria is also keen to take advantage of China’s growing appetite for dairy products, with the Chinese government adopting a five-year goal to more than double average consumption of dairy products for primary school students.

Murray Goulburn Co-operative, makers of nutritionally enhanced dairy products, announced last month that it was building a new packing plant in Qingdao.

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Filed under: Australia, Beijing Consensus, Chinese Model, Culture, Domestic Growth, Economics, International Relations, Lifestyle, Population, Public Diplomacy, Social, Soft Power, Strategy, The Age, The Chinese Identity, The construction of Chinese and Non-Chinese identities, Trade

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