Finding import partners in Australia to take on your wine brands means first understanding the Aussie market and then targeting the best companies to work with. With no distribution tier restrictions between supplier and retailer like those of the three-tier system, wine distribution in Australia is a lot less complicated than in the US market. However, determining how to best approach the Aussie market means working closely with teams on the ground and optimizing your brand for success.
Here are a few tips on how to garner attention for your wine brand and forge a successful partnership with Australian wine importers.
Address the Aussie Market
- Invest in a local design agency
- Invest in Research (Roy Morgan, Survey Monkey & media readership/subscriber lists for what consumers are the target audience IRi Aztec &LMAA for sales data)
- Enter your wines in Aussie competitions and trade shows
- Use authentic branding to tell your story
Understand Australian Distribution System
- Australia is a 2 tier system
- Parallel Importing is legal
- Approximately 14000 On-Premise and 9000 Off-Premise Licensed Retailers
- Over 40,000 Non-traditional licensed venues (clubs, cafes, restaurants, etc.)
- Excise as an indirect tax
- understand COGS, margin and retail pricing to ensure competitive offering
- Consider local consultant professional
- Decide on route to market
Sales and Marketing
Offer your importers a detailed marketing plan that shows that you are willing to do everything it takes to make your brand successful in Australia. This means you need to present a solid outline of the following:
- social media
- events, meet the Vintners, dinners, festivals, etc.
- marketing budget allotment to Australia
- point of sale
- Retailer and Distributor Programs (in-store tastings, Buy 10 get 1 free, discounts, samples etc.)
To get you started, here is a List of Australian Wine Importers and their company profiles so you can target the right potential partners.
Echelon Wine Partners
Echelon proudly presents a portfolio of dynamic and innovative wines from some of the world’s finest wine producing regions. Every wine in the portfolio is modern in approach and expresses its origin.
World Wine Estates
World Wine Estates (WWE) is a wine importer and distributor that was established in 1988 as the import and wholesale arm of the Ultimo Wine Centre, Sydney’s famous premier wine retailer. WWE specialised in imported wines, especially French. The current owner and director, James Johnston, joined WWE in 1999. In 2005 by a mutual amicable agreement, WWE became a separate company to Ultimo Wine Centre.
Elite Wine Importers
Elite Wine Importers is currently a small family run business. It first began in 1994 when it was seen that there was a lack of Portuguese liquor products available to those of Portuguese decent and also for those who had travelled to Portugal and were hoping to find a taste of their holiday back here in Australia.
Living Wines is a Wine Importer in Australia of organic, biodynamic and natural wines from small producers in Europe. The wines are always low in sulphur and have no other additives.
Eurocentric Wine Imports
The goal of Eurocentric Wine Imports is to bring Australian drinkers great wine from Europe and European-styled wines from other regions such as New Zealand and South Africa in as good condition as if you drank them at the winery. The company is run by Neville Yates, a former career journalist who succumbed to his passion, embracing a combination of his loves — wine, people and travel. He meets the winemakers in the vineyards and in the cellars, tastes at the source, negotiates good deals, chooses reliable refrigerated transport and delivers to Australia great wines at a reasonable cost through the retailers, restaurants and wine bars you know and trust.
Grand Millesime Wine
Grand Millesime are specialist importers of fine French Wine. They are a young and energetic company who specialize in high quality wines, in particular the wines of Burgundy in France. They have a blossoming portfolio of hand-selected wines, all tasted at the domaine and selected based on quality. They travel to France several times a year to taste and buy and actively search out new, small and exciting producers.
Barrique Fine Wines imports
Barrique Fine Wines imports premium wines from France, with a particular emphasis on Burgundy. It is shipped straight to climate-controlled storage from where they send it direct to our clients’ home, offices, restaurants and bars.
Andrew Guard Wine Imports
Andrew Guard Wine Imports is a specialist importer and merchant of fine wine and spirits. It is owned and operated by Andrew and Kirsten Guard. Based in Sydney, Australia, thay have many years experience in the wine, restaurant and retail trade. The vignerons they represent are amongst the best in the world, producing very fine wines with minimal intervention that are reflective of their origins.
Vintage and Wine
Vintage & Vine is a small specialist importer and wholesaler of wines and spirits based in Sydney and started by Kevin Facey and David Burkitt in 2000. The producers represented by Vintage & Vine are all chosen on the basis of quality, typicity and value. Quite simply this selection of wines represents not only the wines we enjoy but those that we feel to be among the very best from each region.
Corkscrew Cellars is a group of independently owned and operated liquor retailers across Sydney. Being independent means they can provide a more personal approach to servicing your needs.Each store is as individual as the customers they serve and the products and services they provide.
Enoteca is a Sydney based wine company who import Italian, Austrian, French, German and Hungarian wines. They also sell a select few Australian and New Zealand wines.
Negociants Australia has been an importer of the world’s finest wines since 1984 and are proud to represent outstanding family owned wineries from Australia and abroad. Our dedicated and knowledgeable team of wine professionals is committed to the highest levels of customer service and quality representation of the wines that we are honoured to distribute. It is this combination of portfolio and people that makes Negociants Australia one of this country’s leading fine wine merchants.
Four Seasons Fine Wines
Four Seasons Fine Wines seeks to exceed the expectations of customers and principals with knowledge, integrity and service. They aspire to be an industry leading wine distribution company by representing and working with producers who articulate strong regional and quality excellence. These attributes combine to create a premium portfolio with diverse regional representation.