continued - Grape and Wine Research and Development Corporation

Australian wine has gained momentum in the “high-end”
and “premium” segments of China’s wine market
The penetration of Australian wine among China’s wine pricing points
Imported wine sales volume from all origins in China at defined retail pricing points
Source: Rabobank estimation, IWSR, UN Comtrade, 2009
Cumulative ratio for
Australian wine sales (%)
100
75
50
25
Size of bubble indicative of market size at respective price points
% indicated market share by volume of AUS wine in respective price points
= 300,000 9L cases
2009 Import bottled wine volume (9L cases)
Total China: 10.1 million
Total from Australia: 2 million (20.5%)
11%
15%
Retail price point (RMB per 750 mL bottle)
Below 30 30-50 50-100 100-150 150-200 200-300 300-400 Over 400
Low-end
Entry-level
Mid-range
High-end Premium Icon
� Australian wine has already built a strong presence at the “high-end” retail pricing point in China, between RMB 200-300 per
750 mL bottle, where Australian wine accounts for 20% of imported wine volume
� For “premium” wine, which retails from RMB 300-400, Australia has a dominant position, selling 40% more than French wine
� For the “icon” price segment (>RMB 400), Australian wines typically top out between RMB 500-800, while French wines are
often wide ranging from RMB 1,000 to upwards of RMB 10,000 per 750 mL bottle
7%
10