Aidan Curtis
SOUTH East wineries will once again look to the United States through a program that encourages international export market connections.
The US Market Entry Program brings Australian wine producers together with buyers and retailers to help them break into the US market.
Some wineries have already seen some success through the program, with the goal to build on their existing relationships and grow their export numbers.
Rymill Coonawarra secured a foothold in Florida last time it took part in the program, and national sales manager Jeff Croser said the next goal is the country’s west coast.
“We want to expand over there, that’s why we’ve jumped on board the program again, so pretty keen to get involved,” Mr Croser said.
“Each state pretty much has different rules, that’s why we’re only in one state at the moment.
“We know the systems we need to have in place, and we know they like our wine too – we just want to keep building on that.”
Mr Croser said South East wineries would also be keen to work together in the US to benefit Australia’s wine industry overall.
“Strength in numbers, I think – we’ve got a unique brand in Coonawarra in our cabernet, and the more we can get out there together and help each other out,” he said.
“Other regions around Australia have actually been dropping grapes on the ground, it’s just not viable to pick them.
“If we can get these export markets going again, everyone’s producing good wine, the efficiency of a winery is better.”
For Padthaway winery Farmer’s Leap Wines, the program has presented a lot of exciting opportunities already.
General manager, sales and marketing Adam Jeffries said he was confident the program would yield some positive results.
“You’ve got to be in it to win it, and if you don’t participate in the program, you’re no chance,” Mr Jeffries said.
“We like the odds of participating with Wine Australia.
“Our biggest concern would be if we find the right partner, it just means we’ve got to start travelling over there a little bit to work with them in the early stages.”
Mr Jeffries said they had made “a small foray” into the US market about six years ago which did not work out, but he was keen for Farmer’s Leap to give it another shot.
“If some good business comes up, fantastic; if it doesn’t, then that’s what happens sometimes,” he said.
“It is a tough market, so you do need a little bit of assistance from Wine Australia.
“They give you some really good connections, but it’s still up to us to do the business arrangements.”
Derek Hooper from Cape Jaffa Wines said they too were looking to break into the US market.
“We’re now at the stage where we’re looking to grow our business and the US Market Entry Program is a wonderful initiative that will help find and match us with the right distributors in the US,” he said.
“There are a lot of exciting opportunities that the world’s biggest wine market presents for a winery like Cape Jaffa Wines.
“We’d eventually like to see 20 per cent of our production go into that market.
“We have a wide range of products in our portfolio and when we discover the ones that suit the US market well, we can focus and grow those products.”
The program will see 25 wineries from around South Australia head to the US over the next financial year.
Minister for Trade and Investment Nick Champion said the US is a crucial market for our wine makers.
“We want to support even more South Australian producers take advantage of the export opportunities on offer,” he said.
“This program highlights the State’s strong reputation for producing premium wine while helping local companies navigate the different import controls and
arrangements across the US.”
“US retailers are increasingly seeking to tap into South Australia’s rich diversity and variety of wines and our Government is proud to promote local industry and foster growth on the world stage.”
