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Bubbles from Down Under
Australia The fourth largest wine exporter
Wine in India might not be commonplace. But it is no longer exotic. Exploiting this growing market, the Australian Trade Commission showcased award winning Australian wines at the recent International Food, Drink and Hospitality Exhibition (IFE 2007)
, in New Delhi.
Winning wines
A wine tasting at the Australian Commission provided a platform to display the Dennis Lillee label. This cabernet sauvignon (a dry red wine made from a black grape) is from the Margaret river region in Western Australia. The pavilion will showcase award winning wines from this region and South East Australia.
Australia is now the fourth largest global wine exporter, after the original wine countries of France, Italy and Spain.
Michael Carter, Trade Commissioner, Australian Trade Commission, feels that India is an exciting market, because of the size and scope of the middle class. Also, he feels that unlike China, which has a bias towards red wines, India is more neutral. Around 30,000 cases of wine are imported annually from Australia.
Australia is in danger of losing its price advantage in the world market, with the Australian dollar at a 23-year high and with a record drought. However, Carter believes that Australia’s reasonably priced wines continue to have a prominent market share.
While their traditional markets have been America and Japan, even France is turning receptive to their medium priced wines. Carter emphasises that while these rates might not be exorbitant, there is no compromise on quality. Around 10 wines will be showcased at the IFE. The plan is to bring in at least 25 by the next year.
The Dennis Lillee label is to be introduced to India in the first quarter of next year.
Considering India’s connection with cricket, it was felt that the wine could “grow into” Asia through the cricket connection. It is called “25 Steps”, after the length of fast bowler Dennis Lillee’s run-up. Mat Lewis representing the company, feels, “It’s a wine developed with passion and focused on quality. It is a wine with a swing.” They are currently looking for a good local distributor.
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