Australia's wine industry raises a glass to China

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02:11

China has become one of Australia's fastest growing export destinations for wine. More importantly, it has become the most valuable market for Australia's winemakers.

China is Australia's most valuable market for wine./ Reuters Photo

"In Australian dollar terms it's over a billion dollars now into China, and you look back only a decade ago we sent two million cases there at around a hundred million dollars," said Wine Australia chief executive officer Andreas Clark. “We are now sending 20 million cases, and it is over a billion dollars, so it gives you a sense of that rise that we have enjoyed over the last decade."

Bec Hardy, brand manager for Wines By Geoff Hardy./ CGTN Photo

For many winemakers, including Wines By Geoff Hardy, China is a destination that has been carefully cultivated over the years.

"In the 90s people would come to our door to buy the wines, so you really didn't have to go out and sell," said brand manager Bec Hardy. "But as the domestic market has become more and more difficult, we looked outside of Australia. We were getting a lot of inquiries, around 2011 and 2012, inbound inquiries from China, so we started looking at progressing the China market."

Wines by Geoff Hardy./ CGTN Photo

Today, six out of every ten bottles that the South Australian winemaker produces go to China. That's a big reason why the company, along with more than a dozen Australian winemakers, is taking part in this year's China International Import Expo.

"It's just critically important to be at this expo. The China government (is) putting a lot of support behind it and it is part of demonstrating to the world. Obviously, the title tells the story. It is about imports, and it is demonstrating to the world that China is such a critical market," said Clark.