Australian wines in the Irish wine

Résumé du document

For the last 20 years, the Irish wine market has grown ceaslessly in terms of value and volume. Australia is the leader in the Irish wine market. However, the distribution system in Ireland does not allow the Australian companies to have a strong power of negotiation. The Irish wine market is a young market (when compared to France or Germany) and the trends are changing (not really stable), for example white wine and sparkling wine are the main growing segment. Australia promotes its wine through different events targeting different "groups? (for example, general public or professionals). Irish wine market has positive forecasts for the growth of the volume, value and consumption. However, the new concurrents are starting to use the same "friendly? marketing as Australia does. Chili is a serious threat for Australia. Finally the Irish wine market is full of opportunities in different segments (for example, white, rosé, red or sparkling) of the market, but at the same time it is a challenge for Australia to maintain its market leader position.

Extraits

[...] Australia is the leader in the Irish wine market. However, the distribution system in Ireland does not allow the Australian companies to have a strong power of negotiation. The Irish wine market is a young market (compare to France or Germany) and the trends are changing (not really stable), for example white wine and sparkling wine are the main growing segment. Fortunately, Australia owns a good marketing to understand the demand and to fulfil its needs. Australia is promoting its wine through different events targeting different (for example, general public or professional). [...]

[...] It will better to have some wine from the Hunter Valley, Barossa Valley, Margaret River rather than many wines from „south eastern Australia‟ (Checkout 2006). McDonnell is also teaching the staff in small off-trade commerce (Checkout 2006). McDonnell is creating a new relationship between Irish wine customer and the Australian wine industry (called in marketing he wants to create a website and an „open phone line-policy for anyone seeking information on Australian wine‟. B. Some positive forecasts for the Irish wine market. [...]

[...] Irish drink wine more often. They start enjoying different kind of wine (not only red wine) such as sparkling wine or rosé. Even if the Australian wines in the Irish wine market 12 future seems to be good, Australia has to be careful. Behind Australia, Chili is the nearest threat. Chili is using the same marketing such as grape variety, but also Chili will open a Wine Bureau” to promote Chilean wine. Australian wines in the Irish wine market 13 Appendices Wine Industry Journal. [...]

[...] To export in Ireland, Australian exporters need an import license and the VI1 document (Datamonitor 2007). Moreover, the wine imported has to respect European Union legislation and must indicate some information such as ingredient and provenance (Datamonitor 2007). The Australian wine is subjected to extra taxes from $ 3.87 to $ 7.74 per liter (Datamonitor 2007). There are also import duties a wide range $341 to $428 per liter of pure alcohol, plus a value-added tax of 21 per cent (Datamonitor 2007). [...]

[...] As it was seen previously, Australian wine has taken the market by dint of its Shiraz and Chardonnay. However, the UK wine market is more mature than the Irish wine market, therefore it would be interesting to take the UK market as an example to not do the same “mistake”. According to Johan Scott (2007) factors are responsible for the slipping performance of Australia in UK. Firstly, wine and style preference‟, for example, Chardonnay was the most strong of Australia. [...]