Wine producers participate in Wine Japan '93 Exhibit

27/5/93

Western Australia's wine producers are targeting Japan and Western Europe for a concentrated international marketing campaign to boost the industry's export earnings.

Premier Richard Court said in Tokyo today that State Government trade officials working with the Wine Industry Association had identified the two markets as providing the best prospects for increased sales of Western Australian premium wines.

Mr Court had attended the opening of Tokyo's Wine Japan '93 Exhibition - one of the largest and most prestigious wine and beverage shows in the world.

Seven of the State's leading wine producers are taking part.

"There are also wine producers from 28 countries at the show and it is very clear that competition is extraordinarily tough," Mr Court said.

"But then the rewards are great too, and it is excellent to see that so many Western Australian vineyards have got what it takes to compete internationally."

Mr Court said on industry estimates, WA was at present selling wine worth about $1 million a year to the Japanese.

"But the potential to sell considerably more is huge," he said.

"The Japanese market is really only just discovering a taste for Western-styled wines, but already their appreciation and sophisticated approach to imported wines is pointing the way to a considerable expansion of the market."

Mr Court said Japan's 120 million population was drinking the equivalent of 1.1 litres of wine per person a year - twice what they were consuming in 1985.

"Latest forecasts suggest that figure could rise to four litres per person by the year 2000," he said.

"Such a massive increase in demand presents a major challenge to our wine producers."

Mr Court said at present Japan's imported wine market was dominated by France and Germany which between them controlled almost 70 per cent of supplies.

By comparison, Australia as a whole was in fifth place and held only 3.5 per cent of the total market.

"But it is the younger Japanese who are developing a taste for wine, and many of them hold a very favourable image of Australia," he said.

"It is this image I am sure our wine makers will be able to build upon."

Western Australian companies taking part in the exhibition were Ashbrook, Alkoomi, Cape Mentelle Vineyards, Chittering Estate, Jane Brook Estate Wines, Plantagenet Wines, and Vasse Felix.