Australian winemakers toast loyal Chinese consumers
Since tariffs lifted, strong demand has helped industry deal with global market shifts
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Entrepreneur Vivien Feng said the Hunter Valley wine region in New South Wales state is a major attraction for contemporary Chinese consumers.
The region's wineries benefit from being about two hours' drive from Sydney, Australia's cosmopolitan center and an international tourist destination, she said.
Hunter Valley offerings are distinct from the mass-produced wines from the country's south. The comparatively smaller-scale wineries are among the country's oldest, and cater to savvy consumers looking for high-end and niche wine-tasting experiences, Feng said.
Her Vivien Rose brand, linked to the popular 174-year-old Ben Ean winery, is now part of a major effort to promote lifestyle, wellness and beauty products by leveraging the region's reputation for premium wines and related tourism.
Feng, who has more than a decade's experience in the field, set up her wine label five years ago to capitalize on the increasingly important market in the premium wine industry in Australia and China.
"Understanding and experiencing the tradition, culture and heritage of winemaking in historically rich regions like the Hunter Valley are as important as drinking its wine," said Feng, who also runs Australian wine education courses accredited by Chinese tertiary institutions.
"We're targeting in-depth cultural, health and wellness experiences for small groups of middle to high-end consumers that suitably match Australian sources with the Chinese market," she said.
Feng's plans include a luxury A$60 million resort in the region offering 70 suites and villas that she hopes to open this year.
