With UK and US markets becoming increasingly problematic for Australian wine exports, the Asian market will become ever more important.  

Mainland China and Hong Kong projected to become the eighth largest wine market in the world and represent over 60% of total Asian wine market consumption, the Shanghai Expo is a fabulous marketing opportunity for Wine Australia.

It is estimated that over 70 million people will visit the Expo over its six months through to October this year.  The vast majority of which will be local Chinese.  Of these visits, around 7 million will be to the Australian pavilion - that's over 38,000 net impressions a day, over its six months. 

With this in mind, my visit to the Shanghai Expo the week of opening was accompanied with anticipation of seeing how we would showcase Australia to the world.  It represented a chance to visit almost every country from around the world in one place and observe how each pitched themselves to international markets.  And in this context, how Australia presented key industries such as wine to this important regional and developing market.

Having spent 2 days at the Shanghai Expo, I left with the feeling of an opportunity missed with the Australian Pavilion.

I experienced a (well presented) showcase of Australian history, a technically expert audio-visual presentation in mandarin with cartoon character kids espousing the virtues of Australia.  As the 'blurb' states, “Australia is a land of imagination and innovation, helping lead the way with smart solutions for our urban future”.  Clever but was this really aligned to our current Australia Unlimited message launched recently?  But maybe that's another story.

I left the pavilion via a retail space with a kiosk to one side selling pies and drinks.  And this is where my disappointment started.

What was the point of the Australian pavilion at the Expo?

Are we seeking to promote Australian Tourism to our Chinese friends?  I don’t wish to undervalue the importance of a growing affluent Chinese tourist market, however, what about our fabulous food, wine and produce?

Apart from the obligatory stuffed koala and kangaroo t-shirts, the retail shop displayed sheepskin rugs (a most popular item among visitors when I was there), opals and special ointments as key categories on offer!!

Where was our fabulous $6 billion Aussie wine industry represented?  Really?  Didn't anyone think this was a chance to showcase and educate local Chinese consumers?

My questioning of 2 industry leaders confirmed there are behind the scenes Trade events showcasing Australian wine but as far as the Chinese consumer is concerned there is no Australian wine experience!

Let’s compare the Australian pavilion to the Chilean pavilion.  Enter to the sound of live music and after completing the tour of the country's showcase you have the option to sit in a theatrette and be educated on Chilean wine. The theatrette was two thirds full of locals whilst I was there.  Each person left with a free tasting ticket, which could be redeemed at the bar where the range of wine labels was on display.  Drink, enjoy and purchase Chilean wine!  All while being entertained by an attractive local singer on piano.  If you get to the Expo, go to the Chilean pavilion.  It’s a nice nook in a very big Expo space.

More investigation during my travels revealed Chile has had some success in getting their wines listed.  Not only in the big cities but also in the provinces.  Apparently, competing countries are sneering that they are pitching 'too low in price'.  But my local intel suggests they are smartly building distribution based on relationships and trust.  Look out!  The game may soon be over before it’s even started.

Let's hope with five months to go that some repairs can be made to the Australian pavilion at the Expo.  Certainly the design allows more vibrancy to be delivered at the entry/exit point.  Bring on wine and song!  And with it, some real commitment to this important future market for Australian wine.

 

 

 

Caveat - The author's observations are those as experienced by a visitor to the pavilion.  If wine was featured, it certainly didn't stand out to this visitor despite the searching!