Penfolds focuses on whites at Vinexpo
Penfolds is to focus on its white wines at Vinexpo Hong Kong, which is the most important wine trade promotion in Asia, and will run from May 29-31.
This will be a shock for some, but is possibly a stroke of brilliance. Penfolds is going gangbusters with its exports to Asia, especially China, and most of it is red wine. It probably doesn’t need any more help to sell red wine in China, and is quite possibly running short of stock – especially at the top end.We all know Penfolds is doing great things with whites – especially chardonnay.
But the Chinese have traditionally been much less interested in white wines than red, and we all know Penfolds is doing great things with whites – especially chardonnay. It’s a golden opportunity to say to the Chinese: you know about our reds and you love drinking them, but why not have a look at our whites?
Australia is being honoured as the feature nation at this, the 20th biennial Hong Kong Vinexpo. As a result, a big effort is being made: a record 140 exhibitors will be there, representing 230 brands and more than 35 regions. It’s being supported financially by the Australian Government’s AUD $50 million Export and Regional Wine Support Package.
China, including Hong Kong and Macau, is now Australia’s most important export market.
Our wine exports to China surged 63 percent to AUD $848 million in 2017. That’s more than the US and UK combined. The boom has kicked Australia up the rankings to the second largest importer of wine into China after France.