Wine Australia has begun to allocate more of its marketing resource towards mainland China and Hong Kong, with an allocation of around $2 million. Assuming responsibility for this region, which will also include other northern Asian markets is current Manager for Marketing and Communications, Lucy Anderson, who is relocating to Hong Kong. Wine Australia is also seeking a new head for the China office, based in Shanghai, who will report to Anderson. With exports to the region likely to increase by around 50% to something like $200 million this year, Wine Australia’s General Manager Market Development, Paul Henry, is determined to reposition Australia’s image in China in terms of price and reputation by focusing attention towards Australia’s ability to produce high end wine and its regionality.
