Barossa China Ready Program – release of new resources for Barossa growers and winemakers.

The Barossa Grape & Wine Association (BGWA) has launched a valuable resource for growers and winemakers seeking to expand their presence in China.

With investment from BGWA and Primary Industries and Regions South Australia (PIRSA), the program aims to develop a network of Barossa winemakers, China market practitioners and Chinese investors to provide insights and introductions into the China market, as well as connecting Chinese investors with winemakers and growers in the Barossa.

The program will also increase the capability of BGWA members to maximise opportunities in the Chinese market through education and promotion in order to overcome cultural and language barriers.

The detailed report sets out the current trade in wine between the Barossa and China, provides insights into the preferences of Chinese wine-drinkers and how to reach them through both traditional and online marketing and opportunities for investment. A case study on the Swan Wine Group shows how Chinese investors in the Barossa have been able to develop and market wines for the Chinese market. A summary document has also been prepared.

BGWA Chief Executive, James March, commented: “Through this program we now have better knowledge about the motivations and challenges of Chinese investors, as well as the key learnings for individual wineries and the regional association to help us all improve our commercial practices. Better understanding of the differences in cultures and how this applies to business relationships will be a key element to the region’s longer term success in the Chinese market. With the release of this report to all our members we are hoping to build on the investment already made with initiatives such as the Barossa Wine School program in Hong Kong and China.”

The report was prepared by experienced Chinese wine writer and analyst, Ms Mushui Huanmei Li (May). It draws on Chinese customs data, interviews with Barossa winemakers exporting to China and Chinese investors in the Barossa, as well as insights from the China Forum hosted by BGWA and PIRSA in April 2015.

Ms Li wrote her PhD thesis on the Australian wine industry, focusing on the successful business models of wineries and how they leverage internal entrepreneurial management behaviours and the resources available in the various wine regions to capitalise on new opportunities. She also works for a number of wine magazines in China as well as judging at wine shows. While temporarily based in the Barossa, Ms Li has also been working on her book “Barossa Loving”, which will be the first Chinese language book focused on Barossa wine and featuring the influences and connections of history, culture, heritage, tradition, lifestyle, the environment, food and art on winemaking in the Barossa.

“My wine philosophy is that wine is about love. It is love for tradition, terroir, winemaking and life that makes wine taste delicious and amazing. Writing a Barossa wine book has been my ambition for years. I hope this book will provide Chinese wine consumers and tourists with an authentic view of Barossa wine, as well as giving current and future Chinese investors in the Barossa a better insight into what makes the Barossa a unique destination”.

The book is built around interviews with Barossa locals across a range of industries, not just wine. If you are interested in speaking with Ms Li, she can be reached at 0410 766 900 or mushui.hml@gmail.com.

 

For further information on the Barossa China Ready Program and Report please visit the website link below

http://www.barossa.com/barossa-grape-and-wine-association/barossa-china-ready-program

or contact BGWA

T: +61 8 8563 0650
M: +61 409 545 995
E: bgwa@barossa.com

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