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Australia as a Major Wine Producing Nation

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 both positive and negative. One key development has been the emphasis on wine as a healthful product and as a health aid, in part because of news stories about reduced heart attack risk and other health benefits. Australian wines have found a market in the United States, a market that has been growing, and there are signs that these wines are being accepted more and more by the consumer who might previously have turned to French and California wines only.

Australia has emerged as one of the more important wine exporting countries and is known as among the best for overall quality, variety, value, and image. The industry is over 200 years old and has some of the best growing conditions and most advanced technology in the world. Australian wine marketers are also exporting the type of wine that Americans like best--chardonnays and cabernets with ample fruit flavors that are easy to drink. The Australians have put their own spin in varietal wines and blended wines and are proficient at blending varietals into a complementary whole. The Australians have also maintained a favorable price-valued relationship across a range of price points, and quality wines cost as little as $6 to $12 a bottle. In 1993 Austral...

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Australia as a Major Wine Producing Nation. (1969, December 31). In LotsofEssays.com. Retrieved 12:42, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1692195.html