Jiuxian president plans deals with Australian wine producers

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The head of one of China's largest online drinks retailers, Jiuxian, believes Australian wine will be increasingly popular with Chinese consumers and intends to sign at least 10 import deals during a visit to the country.

Image: Eden Valley vines in Barossa, credit Chris Mercer
Image: Eden Valley vines in Barossa, credit Chris Mercer

Jiuxian chairman Hao Hongfeng made his comments during a visit to Watershed Premium Wines in Western Australia's Margaret River region.

'Australian wine is very popular among Chinese consumers and the prospects are rosy,' said Hao, after signing a purchasing deal with the winery. This follows new import deals with several other wineries in the region: Brygon, Warner Glen, McHenry, Clairault & Streicker Wines and Flametree.

More deals should follow. Jiuxian said that it expects to sign more than 10 import deals with 'five star' rated wineries in Western Australia alone during Hao's visit to the area.

Hao told DecanterChina.com last month that Jiuxian would increase its focus on imported wines in 2016, due to 'rapidly rising consumer demand in recent years.'

Exports of Australian wines to China rose by 66% in value in 2015, to the equivalent of A$370m, according to trade body Wine Australia.

Hao said Jiuxian has devised a marketing plan for Australian wine in China.

'We have well-established [distribution] channels, while you have high-quality wine,' he told Watershed's managing director, Geoff Barrett, according to a statement from the Chinese retailer.

A free trade deal between the two countries is also expected to make Australian wines more affordable for Chinese wine lovers in the next few years.

Translated by Sylvia Wu / 吴嘉溦

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