Australia wants to conquer the Chinese wine market



The upcoming China International Import Expo will not talk about only of technology or AI, but even of wine


The China International Import Expo is an international event that welcomes countries and interests from around the world. The main themes of the international fair are obviously technology and new economic and social strategies to save the environment, but there is also space for other producers, such as wine producers.

To winemaker Mark Kozned, director of Nova Vita, a wine group in Adelaide hills of South Australia, said: “The potential of the Chinese market is unlike any other market in the world. The growth potential is enormous”.


“The growth potential is enormous” Mark Kozned said


The Chinese market is particularly interesting for Australia as the country is home to about 5,000 wine producers, with South Australia alone representing between 1,500 and 2,000.

Nova Vita is a young enterprise, set up in 1999. “It was set up by my wife and I,” Kozned said. “I studied in the wine industry after coming back for 15 years in the finance industry when I worked in Melbourne, Sydney, New York and London.”


Nova Vita, which means “new life” in Latin, is a young enterprise, set up in 1999


Kozned’s first visit to China took place in 2012, when he visited Qingdao in eastern China’s Shandong province and where he met his first Chinese client from Qingdao who ordered 300 cases of Shiraz. “I think the Chinese market is fantastic“. This year Australia plans to export wines worth 1.2 billion Australian dollars to China.

“If you look at our overall business, we have wine sales of 2.2 million Australian dollars a year, of that China would account for around 40 percent of our turnover,” he said. “This year we expect to export more than 10 containers of wine to China, with a sales volume of more than 800,000 Australian dollars. So it is a very significant market to us, mostly of premium wine.”

Chinese customers have different palate for wines from the West. “They like what I call fuller-bodied wines, which are riper, more aromatic with more alcohol and richer of fruit,” Kozned said.



Leave a Reply

Your email address will not be published. Required fields are marked *