Taylors Wines Managing Director Mitchell Taylor has travelled to China to spearhead the relaunch of its wines into the revitalised market.

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.

“Our goal is to go beyond our sales target of 30 containers a year that we achieved three years ago in this prestigious market,” Taylor told The Australian.

“Current consumer confidence isn’t as robust as it was three years ago, largely due to economic uncertainties, but we are optimistic that as conditions stabilise, demand will continue to grow, especially for premium red wines that align with the market’s taste for high-quality products.”

Taylors Wines will export its Family Flagship Release range with its St Andrews and Masterstroke collections, along with The Pioneer Shiraz and The Visionary Cabernet Sauvignon.

Its most exclusive wine, The Legacy Cabernet Sauvignon, priced at $1000 per bottle, will also be sent to China.

Taylors Wines is partnering with Jebsen Group, a family-owned private company with over 125 years of continuous presence in Greater China, to sell its products in the market.

“This relationship isn’t just about picking up where we left off – it’s about building something even stronger,” he said.

“With a consistent focus on communication, partnerships, and long-term collaboration, we believe Australian wine can reclaim its top position in the market while further deepening the cultural and economic ties between our two countries.”

Taylor’s visit coincides with Australia’s Minister for Trade and Tourism Don Farrell travelling 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.

China’s premier import-focused trade show is being held from 5-10 November 2024. It gives businesses direct access to buyers, distributors and prospective customers from across the country.

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