Wine Australia looks at trends for smaller exporters

In the year ended September 2018, there were 2401 active Australian wine exporters, Wine Australia explains.

The majority of these – 87 per cent – are companies that export fewer than 10,000 cases per year.

Another 9 per cent export between 10,000 and 50,000 cases per year, and only 4 per cent of exporters ship more than 50,000 cases each year.

The 3 per cent of companies that ship more than 100,000 cases contribute 88 per cent of the volume and 74 per cent of the value of total Australian wine exports.

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Interestingly, companies that ship fewer than 50,000 cases per year contribute a much higher share to value – 21 per cent – than to volume – 9 per cent, because smaller wine producers sell their wines at higher price points, while many bigger companies ship unpackaged wine at lower average prices, Wine Australia indicates.

For example, shipments that are valued below $2.50 per litre free on board and above $10 per litre have an equal share of total value – about 25 per cent – for companies that ship more than 50,000 cases per year.

In contrast, for companies that ship less than 50,000 cases, 50 per cent by value is shipped at above $10 per litre.

Overall, companies that exported more than 50,000 cases per year contributed $191 million to the increase in value of Australian exports – a growth rate of 10 per cent over the previous year, while companies that exported fewer than 50,000 cases contributed $75 million – a growth rate of 15 per cent.

Growing wine exports is a key focus of the Australian Government’s $50 million Export and Regional Wine Support Package.

In October 2018, Wine Australia commenced its Growing Wine Exports program for new and experienced wine exporters looking to grow their exports and give their export strategies a health check.

The program comprises one-day Export Ready Sessions and two-day Export Plan Workshops that are being rolled out nationally throughout 2018–19.