Australia’s Minister for Trade and Tourism Don Farrell has visited Treasury Wine Estates’ (TWE) China office in Shanghai to discuss cooperation between the Australian and Chinese wine industries.
Farrell travelled to Shanghai to lead Australia’s delegation at the world’s largest import expo, the China International Import Expo (CIIE), at the invitation of China’s Minister of Commerce, Wang Wentao.
TWE will be represented by brands including Penfolds at the China International Import Expo (CIIE).
The visit follows the latest Wine Australia Export report showing Australian wine exports increased by 34% in value to $2.39 billion and by 7% in volume to 643 million litres in the 12 months ended September 2024.
These are the highest levels of shipments by both volume and value since the 12 months ended August 2021, with the growth was driven by the re-entry of Australian wine exports to mainland China following the removal of import duties on Australian bottled wine in late March 2024.
The value of shipments to mainland China increased by $604 million to $612 million, while volume increased by 58 million litres to 59 million litres.,
Farrell visited the TWE office alongside a number of Australian Government officials including Australian Ambassador to China Scott Dewar. They were joined representatives from the China Alcoholic Drinks Association (CADA).
CADA and the Australian wine industry association, Australian Grape and Wine (AGW) signed a Memorandum of Understanding in September 2024, outlining their commitment to the China-Australia winemaker talent development and exchange program.
The project aims to cultivate talent and drive continuous progress, knowledge exchange and cooperation between the Australian and Chinese wine industries.
The initiative has been pioneered by TWE, working closely with AGW and CADA, and backed by government, industry and academic institutions across both countries including the Government of South Australia, and Chinese food and agriculture company, COFCO, as TWE’s strategic partner.
TWE CEO Tim Ford said: “We’re proud to play a leading role in this program, demonstrating our ongoing commitment to China as part of TWE’s long-term growth strategy, and our excitement about the future of Chinese winemaking.
“This is another example of the strength of cooperation, as we bring together key partners from both nations to nurture talent, advance innovation and build lasting partnerships that will benefit the wine sector globally.”
Speaking on behalf of TWE in Shanghai, Penfolds Managing Director Tom King said: “It’s an honour to be joined by Senator Farrell today to celebrate the progress and ongoing engagement between Australia and China as we continue to cooperate to foster winemaker talent, and elevate the wine industry in both countries.
“TWE has an outstanding team here in China, and we’re proud to contribute to the local wine and viticulture industry, and look forward to developing this further by sharing knowledge and cultivating talent.”
TWE announced last month that its China performance was in line with expectations, including through the Mid-Autumn Festival period; with the first quarter of FY25 customer re-ordering and depletions “tracking well to plan”.
Pictured main: Jack Wu (Penfolds General Manager, Mainland China), Senator the Hon Don Farrell, Tom King (Penfolds Managing Director).
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