Australia: UK market overview

The theme of today is adaptation. The collapse of Australia’s trading relationship with China has left many casualties in its wake, forcing brands to look to new markets and consumers. According to Wine Australia, “exports to mainland China declined by 97% in value and 93% in volume to 6.4 million litres in 2021, a loss of nearly $1bn (£574m) in value when compared with 2020”. Ironically, China was once touted as Australia’s salvation, when demand in Western Europe and the US started to slump in the mid-2000s. Everyone anticipated that Asia’s biggest country would plug the gap.