Optimism is growing in the Australian wine industry as exports continue to grow in 2017 and prices are increasing with demand. Although China remains the largest export market for Australian wine, the second largest market remains the U.S. which has experienced a 10 percent increase in the average value of white wine and volume.
According to Wines of WA chief executive Larry Jorgensen, the increase is due in part to the lower exchange rate between the Australian and US dollar but is primarily due to a change in attitude amongst international consumers. That attitude change is seen as the US perception that Australia primarily produces value wine in recent years with US consumers tending to buy Australian wine valued under $10 a bottle. Through brand awareness, marketing and great products that perception is changing and prices on Australian wines is rising to follow suit.
Source: ABC (Australia), June 2017