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Q: Marketing our Australian small vineyard wine to USA +Japan+UK ( Answered 5 out of 5 stars,   1 Comment )
Question  
Subject: Marketing our Australian small vineyard wine to USA +Japan+UK
Category: Business and Money > Advertising and Marketing
Asked by: cowboy3-ga
List Price: $120.00
Posted: 09 Aug 2003 17:24 PDT
Expires: 08 Sep 2003 17:24 PDT
Question ID: 241939
We are a small family owned boutique vineyard in Pokolbin in the
Hunter Valley Australia producing only a premium Shiraz wine (up to
10,000 bottles a year).  How can we best market our wine in Japan, USA
and the UK? For more please check our website 
www.ghostriderswines.com.au

Request for Question Clarification by belindalevez-ga on 17 Aug 2003 14:04 PDT
I have been researching your question for some time now. In order to
give you a more precise answer, I have a couple of questions.

Are you intending to sell to these countries via the internet or do
you want to set up a distributor network?

It would also be helpful to know about any research that you have
already carried out to avoid giving you information that you already
know.
Answer  
Subject: Re: Marketing our Australian small vineyard wine to USA +Japan+UK
Answered By: belindalevez-ga on 20 Aug 2003 09:00 PDT
Rated:5 out of 5 stars
 
<A report Pathways to Profitability For Small and Medium Wineries,
from ACIL Consulting, analyses the wine business in Australia. It
recommends that small wineries need to be different from their larger
competitors,  establish brands and exploit niche markets in order to
compete.

Promoting the cleanness and ‘green’ nature of Australian wine has
proved to be a successful strategy (see the case study of Banrock Wine
below). According to the Australian Trade Commission there is
increased interest from the USA in buying Australian products as they
areperceived to be coming from a ‘clean country’.

Using unique stories is also a suggested strategy that you already
incorporated.

The report contains a number of case studies that show how small
wineries have adopted niche marketing techniques.
http://www.acilconsulting.com.au/pdf/ACIL%20Wine%20Report%20Final.pdf


Markets

U.S. Market
According to the Scarborough Wine Market Report 45 percent of wine
drinkers are aged between 35 and 54. 33 percent earn over $75,000.
High end wine tends to be bought by those aged 25 to 34.
http://www.scarborough.com/scarb2002/press/pr_winereport.htm

A chart showing the top 10 markets for wine in the U.S. is given at
http://www.scarborough.com/scarb2002/press/pr_winechart.htm
The Wine Market Council has detailed information about the market for
wine at http://www.winemarketcouncil.com/research_summary.asp#segment
. A new survey has been conducted and the results will soon be
available.
U.S. demographics – wine drinkers.
http://216.239.51.104/search?q=cache:DiZKhAdOYykJ:www.winexperience.com/selected%2520demographics%2520of%2520wine%2520drinkers.pdf+us+demographics+wine+drinkers&hl=en&ie=UTF-8

USA characteristics.
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_home-2_-3_PWB1731506-4_-5_-6_-7_,00.html


UK market

Wine drinkers tend to be aged 35-49 and in the middle to upper-middle
socio-economic classes. Red wines are more likely to be drunk by men
and older consumers.
http://www.fas.usda.gov/info/agexporter/1997/uswine2.html

Wine marketing
http://216.239.51.104/search?q=cache:EKCckV4kW5sJ:www.seve.gr/documents/meletes_erevnes/UK%2520Wine%2520Market.pdf+%22wine+drinkers%22+japan+%22age+group%22&hl=en&ie=UTF-8


UK wine consumption soars
http://www.bbr.com/GB/db/news-item/457?ID=null&first_news_F=41

Brits a nation of wine-rs.
http://216.239.51.104/search?q=cache:RfVrceUdvXMJ:www.seafrance.co.uk/en/press/articles/07-02-03%2520Wine%2520Survey.doc+%22wine+drinkers%22+uk+aged&hl=en&ie=UTF-8


Japanese market

Japan characteristics.
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_home-2_-3_PWB189712-4_-5_-6_-7_,00.html

Japanese wine drinkers seeing red
http://www.cnn.com/WORLD/9701/29/japan.wine/

Inside the Japanese market
http://www.findarticles.com/cf_0/m3488/8_80/55471479/p1/article.jhtml?term=


The Australian Wine Export Council (AWEC) conducts marketing
activities in key export markets. 
http://www.awbc.com.au/awec/about.asp The AWBC promotes Australian
wine in the US, Japan and Germany.
http://brw.com.au/stories/20010125/8625.htm


Exporting

The Australian Trade Commission (Austrade) gives a great deal of
advice to Australian companies wanting to export.
http://www.austrade.gov.au/

Information for new exporters can be found at
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_CLNTXID002-2_-3_-4_-5_-6_-7_,00.html
Its wine overview page describes the opportunities, trends and
characteristics for Australian suppliers.

The Australian government provides Export Market Development Grants
which reimburse 50 percent of expenses incurred by eligible export
promotional activities, less the first $15,000.
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_CLNTXID0021-2_-3_-4_-5_-6_-7_,00.html
Further information is available at 
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_CLNTXID0026-2_-3_PWB1470286-4_-5_-6_-7_,00.html

The World Import Regulations Directory (WIRD) lists importing
restrictions and guidelines for 87 countries.
http://www.austrade.gov.au/australia/layout/0,,0_S2-1_home-2_-3_PWB1189266-4_-5_-6_-7_,00.html

Getting an export licence
http://www.awbc.com.au/exporting/export_brief.asp


Selling via your website.

As you already have a web presence, raising your profile on the
internet is a cost effective strategy to reach overseas markets.

Improving internet search results.
A search for Ghost riders vineyard gives four results and a search for
"ghost riders wines" gives three results however searches that
potential buyers may try like:
"ghostriders wine"
"ghostriders wines"
"ghostrider wines"
"ghostrider wine"
Ghostriders vineyard
Ghostriders vine yard
"ghost riders winery"
"ghostriders winery"

produce no results.  Failing to find your site on a first or second
attempt may cause a potential buyer to give up searching. This can be
fixed by adding these phrases (and others that you may think of) to
the metatags on your pages. If you’re not familiar with html, a web
developer will be able to help.
http://www.philb.com/metatag.htm
 
Incorporating American spellings and words into your site will also
help your site to be found by prospective American buyers.


Increasing the stickiness of the site.

Getting visitors to stay on your site for longer can help to convert
them to buyers. This can be achieved by adding interesting wine
related articles.

Consider adding an article on how to serve the wine like that given at
http://www.rareaustralianwine.com/serving.asp

Other ideas for articles include cellaring wine, the history of wine
making in Australia, the process of wine making and how to taste wine.

In addition these articles will be found by generic searches. For
example someone might be looking for advice on serving wine. Your site
will be produced in a search and may result in a sale even though the
searcher had never previously heard about your wine.

Press reviews and customer endorsements can also help sales.

The photographs that you have on the accommodation site show the
environment that the wine is grown in and add to the ‘clean’ image.
Consider adding these or similar photographs to the vineyard site to
promote the clean image.

Case studies

Buy wine online
http://www.actinic.co.uk/examples/cs_buywine.htm


The Banrock Station brand, owned by BRL Hardy has gained success in
the U.S. and U.K. markets by marketing its products as ‘green wine’.
The majority of wine consumers in developed countries fall into the 40
to 60 years age group or ‘baby boomer’. This group is also
environmentally conscious. A detailed analysis of the strategy adopted
by Banrock Station is given at
http://216.239.51.104/search?q=cache:YAwREfHR3PoJ:www.marketing.unsw.edu.au/AMJ/V10_3/Pugh_Fletcher.pdf+wine+%22uk+market%22+demographics&hl=en&ie=UTF-8


There are lots of websites where you can list your site for free.
Examples are:

The South Australian Tourism Commission site
Click on Cellar Door Registration Form
http://www.tourism.sa.gov.au/about/division.asp#19
http://www.southaustralia.com/home.asp

Australian Wine and Beer.
http://www.australianwineandbeer.com/

Wine Diva
http://www.winediva.com.au/register/register.asp

Australian Wine Portal
http://www.ozwineries.info/pages/aboutus.lasso

Global Wine & Spirits is a business to business site that puts
international buyers and sellers of wine in contact. Membership costs
$1.395 per year.
http://www.globalwinespirits.com/wx?/WXMain/WXMainIndexRed.htm>


<Additional links:>
<Marketing wine online>
<http://www.abc.net.au/rural/outlook2000/index2i.htm>

<Australian Wine and Brandy Corporation.>
<http://www.awbc.com.au/>

<The marketing decade>
<http://www.wfa.org.au/PDF/Marketing%20Decade.qxd.pdf>



<Search strategy:>

<us demographics wine drinkers>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=us+demographics+wine+drinkers>

<"australian wine" "free listing">
<://www.google.com/search?q=%22australian+wine%22+%22free+listing%22&hl=en&lr=&ie=UTF-8&start=0&sa=N>

<"wine drinkers" uk aged>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22wine+drinkers%22+uk+aged>

<"what are metatags">
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=%22what+are+metatags%22>

<wine "uk market">
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=wine+%22uk+market%22>

<austrade>
<://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&q=austrade>


<Hope this helps.>
cowboy3-ga rated this answer:5 out of 5 stars and gave an additional tip of: $5.00
Very well researched and comprehensive answer.  Thank you Belinda

Comments  
Subject: Re: Marketing our Australian small vineyard wine to USA +Japan+UK
From: johnfrommelbourne-ga on 10 Aug 2003 05:23 PDT
 
Dear Cowboy,
              I know nothing about wine but I do know that there have
been similar questions asked,i/e how to market Aussie goods in the
USA, with some extensive and comptrehensive responses coming back.
Perhaps  you can check those out and learn a lot from.

 John From Melbourne

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