Australian exports increased by 14% in value to AU$2.1 billion in 2015, its highest value increase since October 2007, with growth achieved in all of its top 15 markets for the first time. The average value of Australian wine increased by 7% to $5.20 a litres, its highest value since 2003. In the UK sales increased 0.2% to $376 million, however crucially this growth has been almost exclusively at the lower end of the market, raising concerns over the market’s long-term health. In comparison, total sales of Australian wine have grown at both the lower and higher end of the market, with sales of wine in the $10 and above category growing by 35% – the largest increase within any price segment. So while consumers appear to be generally trading up and spending more on Australian wine in other markets, the UK is not following suit.
Australia has one of the lowest average selling prices in the one trade, so you would think that would bring in sales but that’s not happening”, said Robertson. “There is a scrimp and splurge mentality in the UK. People are using the on-trade, restaurants and wine bars, which is where Australian wines do well, to trade up. So when they are going out they are looking for New Zealand Sauvignon, they want to pay more and buy a premium bottle of wine. When you look at Australia on wine lists that higher, premium price point is just not there.”

Showcasing its premium appeal, in March Wine Australia will host its first Langton’s classification tasting in over 10 years in the UK, when around 60 wines with the classification will be presented. To be classified as such, wines must have been made for a minimum of 10 vintages and have a track record in the secondary auction market, with classification dependent on how well a wine performs in an open market, the demand it attracts and the prices it achieves. Penfolds for example in a Langton’s classified wine.