MUMBAI, India – The Australian Trade and Investment Commission (Austrade), in collaboration with Global Victoria, Investment NSW, and Wine Australia, is presenting 11 Australian wineries at ProWine Mumbai 2024, underscoring the country’s commitment to expanding its wine presence in India. In a recent interview with Bizz Buzz, John Southwell, Senior Trade and Investment Commissioner for South Asia, discussed Austrade’s strategies to capitalize on the Australia-India Economic Cooperation and Trade Agreement (ECTA) to enhance the reach of Australian wines in the Indian market.
“Our engagement with the Indian wine industry spans a range of initiatives, including awareness campaigns, wine tastings, and collaborations with local importers,” Southwell explained. “We’re also focused on technical cooperation and educational programs designed to further develop India’s wine sector.”
As the leading supplier of imported wines in India, Australian wines are already well-regarded for their diverse appeal. Southwell emphasized the compatibility of Australian wines with Indian cuisine, stating, “Indian consumers can find the perfect match in our wines, which pair beautifully with local dishes.”
Strengthening Market Engagement
Austrade has been actively fostering relationships within the Indian wine sector through various programs targeted at trade professionals, the HoReCa (Hotel, Restaurant, and Catering) sector, and consumers. These initiatives include wine tasting events, education programs, and partnerships with local importers. Southwell highlighted the importance of face-to-face interactions in India’s relationship-driven market, noting that events like ProWine Mumbai allow Australian wineries to connect directly with key stakeholders.
“We are committed to engaging with the Indian wine community on the ground to build long-term relationships and expand the visibility of Australian wines,” he added. “Participating in top trade events like ProWine Mumbai and Vinexpo is part of our broader strategy to drive awareness and understanding of Australian wine among Indian traders and consumers.”
Promoting Technical Collaboration
Austrade’s efforts extend beyond marketing to include technical collaboration with the Indian wine industry. Industry bodies such as Australian Grape and Wine, Wine Australia, and the Australian Wine Research Institute have been working closely with the Indian government and the local wine sector. This cooperation includes sharing best practices, technical knowledge, and solutions to common challenges, which Southwell believes will help both nations capitalize on the burgeoning wine market in India.
“We’re working hand-in-hand with our Indian counterparts to accelerate the growth of the wine sector here,” Southwell said. “Through initiatives like the Australia-India Wine Regulatory Forum, we’re fostering a productive exchange of ideas and expertise that will benefit both countries in the long run.”
Expanding Consumer Awareness
The diversity of Australian wines is one of their strongest selling points, and Austrade is keen to highlight this variety to Indian consumers. Australia is home to over 100 grape varieties grown across 65 wine regions, providing a wide range of styles from full-bodied reds to refreshing whites. Southwell noted that Australian wines’ versatility makes them an ideal match for India’s diverse culinary traditions, particularly given the growing interest in wine pairings with local cuisine.
“Our wines are known for their innovation and fruit-driven expressions, which resonate well with Indian consumers who are becoming increasingly adventurous in their wine choices,” Southwell explained. “Australian winemakers have developed a reputation for creating wines that are both high in quality and diverse in style, catering to different tastes and preferences.”
Overcoming Challenges and Seizing Opportunities
While India’s wine market is still in its early stages compared to more traditional wine-drinking nations, the sector has shown significant growth in recent years. Increasing disposable incomes, a burgeoning interest in international food trends, and a younger, more affluent urban demographic are all contributing to the rise in wine consumption.
The Australian wine industry is well-positioned to meet the demands of this evolving market. Varietals such as Shiraz, Cabernet Sauvignon, and Chardonnay are already popular among Indian wine enthusiasts. Moreover, the ECTA provides an added advantage by facilitating the import of premium Australian wines into India, making them more accessible to local consumers.
“We see a huge opportunity in India, especially with the growing trend of wine pairing with Indian cuisine,” Southwell said. “Australian wines are uniquely positioned to cater to this demand, and we believe that our continued engagement will help expand our market share.
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