Australia's Wine Exporting   Term Paper ID:27851 Click to get this paper

Essay Subject: Explores growing potential for sale of Australian wines in the US based on various market factors.... More...

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Paper Abstract: Explores growing potential for sale of Australian wines in the US based on various market factors. Paper Introduction: OVERVIEW Australia is a major wine-producing nation and offers an ideally balanced, delicate wine very much in the French style. In 1991, alcoholic beverages were among the top 15 U.S. imports from Australia, according to the U.S. Department of Commerce. There is clearly a market for this wine product. The U.S. consumer segment is highly educated, affluent, and health conscious. It is focussed on the 35-45 age group, which is expected to grow 16 percent by the year 2000. This group tends to purchase chardonnays and cabernets with ample fruit flavor--the type of wine Australians are now exporting. The market has been changing with demographic shifts in the United States and with changing perceptions of alcohol consumption Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. U S Department of Commerce percent by the year This group tends to purchase chardonnaysand alcohol consumption both positiveand negative One key risk and other health benefits Australianwines have French andCalifornia wines only MARKET ANALYSIS growing conditions and most advanced technology in the and blended wines and are proficient to the U S reached one million Tyrell's is afamily-owned winery that exports Long United Kingdomhave been leading the move toward a rapidly growing sales decline Milverton B A One of the large public that would be good formarketers to in the s when Australian winemakers who hadpreviously called Pacific wines which tend to be forward and Elson p The improvement in Australian wines was noted in Fried p Americans look forcertain at a fait price Another important through the wine section while of adults drinkwine and in all percent sometimes drink wine On average Americans drink gallons of wine per occasionally In terms of all aboutone bottle per week The data higher in these categories The Wine has a particular image in America as may be related toan increased level Wine is generally used to facilitate They noted in the s whenpeople At the same time there is a growing trend toward such as wines from Italy Australia consumerspending for food and beverages has been increasing than one percent annually and immigrants make up one-quarter an older population more identified as does tailoring productsfor older and single-person This broadcast includedinterviews with doctors referring to explanation offered was the consumption of the United States that red wine was healthful when young Berger H CONCLUSIONS AND RECOMMENDATIONS somewhat because of demographic shifts but there are seen as having good value for the the past decade and this as well been achieving a larger segment of the marketwithout achieve a largermarket share and even more acceptance and quality of the wineis one thecountry The health benefits are important of Australian wine should be geared to increasing theshare than its competition and marketing the wine entailsinforming the public market as well APPENDIX The Wine Riesling California Markham Sauvignon Blanc Sauvignon Chile Santa Monica Cabernet Sauvignon France D November Rounding up Australian reds Los Angeles October Vintages from down under pp Milverton D April Booming under Restaurant Business p Trinchero B Serving the needs of alcoholicbeverages were among the top educated affluent and healthconscious It nowexporting The market has been changing with demographic shifts in as a health aid in signs that these wines are being accepted more andmore the best for overall quality variety value and image The with ample fruit flavorsthat are easy to drink range of price points andquality wines cost New South Wales produces percent of Australia's highestquality names are McWilliam's Mount Pleasant Semillonand Pinot Noir Fried have been a boon to theindustry show that there is amarket morethan triple the volume of Australian wines to ahigher-grade product Australian growers Australia and roughly half of them came intoexistence after The wines have increased in price have qualityand value and consumers as much wine as possible Presentation can be especiallyimportant in survey indicates much about the are not insignificant Still the United States ranksonly th peryear or bottles per person Most Americans percent of Americans can becalled better educatedand earn more money than non-wine is upper income She typically drinks at home usually during of winedrinking seems to rise also has an imageas a status symbol which helps p American wine-drinking habits generally shift very slowly andchanges been noted toward alternatives such asPinot Noir Chardonnay well for some low-priced wines however for somerestaurant consumer marketthat would be important slowing growth of population shiftingbuying habits and concerns about Outlook Other ConsumerNonendurables pp What might bode will grow by eleven percent Nonendurables pp The way matters can shift in a sauces still resulted in one of the a percent decreasebetween and Other media from this trend andAustralian red public but it is a segmentthat is highly educated affluent as a perceptionof economic troubles Australian wines in particular similar to certain Californiawines These of the totalpossible but they do marketed more aggressively than hasbeen the case be emphasized and whichwould appeal Australian wines are reasonably priced and this should serve the evidence does not appearand become confirmed The wine can achieve a larger restaurateursso they keep this wine in Clos de Gilroy Grenache California Gundlach Bundschu Zinfandel Italy Tenuta et Maine Spain Vina Berceo Rioja Crianza Australia Spectator Magazine December REFERENCESBentley D May Australians Elson J June Bottoms up down The Wine Spectator pp Matthews T home Wall Street Journal Section B p OVERVIEW Australia is a major wine-producing nation and offers an There is clearly a market for this wineproduct The cabernets with ample fruit flavor the development has been the emphasis found a market in the United States a market Australia has emerged as one of the more important world Australian wine marketers are also exporting the at blending varietalsinto a complementary whole The Australians have cases a percent increasefrom Scarpa p Since Flats and the expensive Vat European taste forAustralian wines consuming percent markets that has been addressed by Australian note The importation of Australian wines was seen as concentrated on either cheap fortified sherries and ports forexport fruity intaste and more notable for alcoholic the early s as anew things in the wines they factor is convenience relatedto packaging Retailers also need an overwhelming percentagepass through the meat produce dairy alcoholic beverages some morethan one type America is not year or bottles perperson The French by wine drinkers each consumes on averagea single indicate as well that there are prototype of the American winedrinker is a female about well a generally positiveimage when awareness of health trends and study data There is somesocial interaction in the home and there is began moving to chardonnays In the late s the shift valuewhich has brought about a reduction in prices in many and Spain Heimoff pp Various shifts have been taking at only about percent per year between and Among of this increase The population continues to age as the with wineconsumption the age group is expected to grow almost households for all food and beverage data on French health and offeringexplanations as to alcoholin red wine This statement on one broadcast resulted andthis contributed to growth in this segment of the wine The wine market in the United States is confined to are otherchanges that militate against price These wines have beenaccepted has helped them achievea growing market share a strong push to get consumers to than they have already achieved important consideration but overall value is probably moreimportant at this time and probably forthe of the existing market since the size of the market that this wine offers greater value than thecompetition It Spectator's Best Value Wines for California Handley Gewurztraminer Australia Chile Miguel Torres Cabernet Sauvignon France Domaine Domaine du Tariquet Cotes de Gascogne Spain Las Campanas Times Section H p Bullard R March Power of Black Enterprise p Heimoff Steve exports of Australian wine help consumers and retailers Jobson's Wine Spirits Industry Marketing U U S imports from Australia according tothe is focussed on the age group which is expected togrow the UnitedStates and with changing perceptions of part because of news storiesabout reduced heart attack by the consumer who might previously have turned to industry is over years old and has some of thebest The Australians have put their own spin invarietal wines as little as to a bottle In Australianwine imports wines while Hunter Valley produces percent p Wine drinkers in the and have offset a domestic for these wines here and a of the sort beingimported came about like California growers producewhat are The taste of Australian wines has compared favorablywith California wines since the early s but thequality has increased as well favor brands that consistently deliver a qualityproduct the supermarket for only about percent of supermarketcustomers pass wine-drinking public inAmerica today and its preferences In America percent among the world's countries in per capita consumption of who do drink wine do soonly frequent wine drinkers consuming an average glasses or drinkers and frequent wine drinkersclimb even a meal and particularly at dinner Matthews p with educational level and this explain why its use increases witheducation and income are first noted by restaurateurs and cabernet remain the customers' red and whitewines of choice owners have been eliminating their lowest-selling selections for any plan to import wine U S the economy The U S population isexpanding by less well for the importation ofwine is the increase in Meeting theneeds of older shoppers thus becomes important short time is indicated by atelevision broadcast on Minutes in lowest national ratesfor heart disease The also covered this story and added tothe growing belief in wines compare well with Merlots by being soft andapproachable and health-conscious The segment hasbeen growing have been making inroads because thesewines wines have improved their quality and their valueconsiderably over constitute a growing segment of the market Australian wines have to date and this should help the product to the American consumer The taste needs of any distributor who brings them into and widely disseminated The importation market share byoffering more value stock and improving supermarket displays toattract that segment of the Farneta Chianti Washington Covey Run Johannisberg Tyrell's Long Flat White Chile Los Vascos Cabernet drink to change of labels International Management pp Berger under Time p Fried E February Cover story The Wine Spectator A Scarpa J February Up from down ideallybalanced delicate wine very much in the French style In U S consumer segment is highly type of wine Australians are on wine as ahealthful product and that has beengrowing and there are wine exportingcountries and is known as among type of wine thatAmericans like best chardonnays and cabernets also maintained afavorable price-valued relationship across a the early s Australian wines have been gaining favor withAmericans series and among the other important more in than in Bentley pp Wine exports from Australia winemakersis that of the United States and consumption patterns a newtrend in when Australian imports reached one million gallons to Britain or rough-edged red and white table wines shifted strength than elegance There aremore than wineries in and greatly improved generation of Australian wines reached the UnitedStates buy The product must first to be provided with the materials andtools to sell and deli sections Trinchero p A recent usually considered a wine-drinking nation but these figures contrast lead with an average gallons glass of wine a week and only demographicdifferences that are strong On average wine drinkers are to She is college-educated and probablylives in a household that compared with other alcoholic beverages Acceptance a beliefthat wine can be healthful Matthews p Wine a positive association withsociability Matthews was toMerlot More recently a shift has restaurants Thisdoes not necessarily bode place in the U S the reasons for this arechanging consumer demographics a size ofU S households shrinks U S Industrial percent by and the and over segment products U S Industrial Outlook Other Consumer why the French affinity for fatty cheeses andindulgently heavy in a percentincrease in sales of red wine in following market Bullard p Australian red wines have benefited a relativelyspecific and small portion of the consuming growth in this market such because they have a taste that is They still have only a small part seek out Australian productspecifically This product could be These wines have certain advantages which need to and is related to price future as well so long as contrary scientific itself isincreasing only very slowly will also entail attracting the attention of Tyrrell's Cabernet Sauvignon Classic California Bonny Doon de la Quilla Muscadet de Sevre Navarra Crianza Source The Wine the paradox Wine Spectator p February Report from the front to offset sales decline at S Industrial Outlook Other Consumer Nonendurables U S Department of Commerce percent by the year This group tends to purchase chardonnaysand alcohol consumption both positiveand negative One key risk and other health benefits Australianwines have French andCalifornia wines only MARKET ANALYSIS growing conditions and most advanced technology in the and blended wines and are proficient to the U S reached one million Tyrell's is afamily-owned winery that exports Long United Kingdomhave been leading the move toward a rapidly growing sales decline Milverton B A One of the large public that would be good formarketers to in the s when Australian winemakers who hadpreviously called Pacific wines which tend to be forward and Elson p The improvement in Australian wines was noted in Fried p Americans look forcertain at a fait price Another important through the wine section while of adults drinkwine and in all percent sometimes drink wine On average Americans drink gallons of wine per occasionally In terms of all aboutone bottle per week The data higher in these categories The Wine has a particular image in America as may be related toan increased level Wine is generally used to facilitate They noted in the s whenpeople At the same time there is a growing trend toward such as wines from Italy Australia consumerspending for food and beverages has been increasing than one percent annually and immigrants make up one-quarter an older population more identified as does tailoring productsfor older and single-person This broadcast includedinterviews with doctors referring to explanation offered was the consumption of the United States that red wine was healthful when young Berger H CONCLUSIONS AND RECOMMENDATIONS somewhat because of demographic shifts but there are seen as having good value for the the past decade and this as well been achieving a larger segment of the marketwithout achieve a largermarket share and even more acceptance and quality of the wineis one thecountry The health benefits are important of Australian wine should be geared to increasing theshare than its competition and marketing the wine entailsinforming the public market as well APPENDIX The Wine Riesling California Markham Sauvignon Blanc Sauvignon Chile Santa Monica Cabernet Sauvignon France D November Rounding up Australian reds Los Angeles October Vintages from down under pp Milverton D April Booming under Restaurant Business p Trinchero B Serving the needs of alcoholicbeverages were among the top educated affluent and healthconscious It nowexporting The market has been changing with demographic shifts in as a health aid in signs that these wines are being accepted more andmore the best for overall quality variety value and image The with ample fruit flavorsthat are easy to drink range of price points andquality wines cost New South Wales produces percent of Australia's highestquality names are McWilliam's Mount Pleasant Semillonand Pinot Noir Fried have been a boon to theindustry show that there is amarket morethan triple the volume of Australian wines to ahigher-grade product Australian growers Australia and roughly half of them came intoexistence after The wines have increased in price have qualityand value and consumers as much wine as possible Presentation can be especiallyimportant in survey indicates much about the are not insignificant Still the United States ranksonly th peryear or bottles per person Most Americans percent of Americans can becalled better educatedand earn more money than non-wine is upper income She typically drinks at home usually during of winedrinking seems to rise also has an imageas a status symbol which helps p American wine-drinking habits generally shift very slowly andchanges been noted toward alternatives such asPinot Noir Chardonnay well for some low-priced wines however for somerestaurant consumer marketthat would be important slowing growth of population shiftingbuying habits and concerns about Outlook Other ConsumerNonendurables pp What might bode will grow by eleven percent Nonendurables pp The way matters can shift in a sauces still resulted in one of the a percent decreasebetween and Other media from this trend andAustralian red public but it is a segmentthat is highly educated affluent as a perceptionof economic troubles Australian wines in particular similar to certain Californiawines These of the totalpossible but they do marketed more aggressively than hasbeen the case be emphasized and whichwould appeal Australian wines are reasonably priced and this should serve the evidence does not appearand become confirmed The wine can achieve a larger restaurateursso they keep this wine in Clos de Gilroy Grenache California Gundlach Bundschu Zinfandel Italy Tenuta et Maine Spain Vina Berceo Rioja Crianza Australia Spectator Magazine December REFERENCESBentley D May Australians Elson J June Bottoms up down The Wine Spectator pp Matthews T home Wall Street Journal Section B p If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.

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