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News & Events
Getting tourists to Northern Australia to swim the reef, walk a rainforest, and buy a bottle of tropical fruit wine…
Published: 20-Nov-09
The first ever study into markets for tropical fruit wine produced in Australia has found one of the ways to grow the industry is to more effectively market the product to international tourists visiting tropical regions.
“Evidence shows that many international visitors to tropical fruit wine regions buy a bottle of fruit wine as a souvenir or gift, or to drink with meals while on their travels,” Dr Prinsley, General Manager of RIRDC’s New Rural Industries said.
Markets for Tropical Fruit Wine, produced by the Rural Industries Research and Development Corporation, is a valuable tool for Australia’s fruit wine industry, with information on potential domestic and international markets, and possible marketing strategies to assist the small but emerging industry move to its next stage of development.
Australia’s tropical fruit wine industry is concentrated in the tropical regions of North Queensland, Western Australia and the Northern Territory, with pockets of temperate fruit wine production in the other states.
Wines are produced from a wide range of fruits, from the well known, including passionfruit, mango and banana, to the less well known, like Jaboticaba, Black sapote and Davidson Plum.
Dr Prinsley said the report will help producers of tropical fruit wines develop their businesses by identifying those markets with strongest demand and prospects for growth.
“Whilst Australia’s fruit wine industry is relatively small, particularly when compared to the grape wine market, its prospects are positive when you take into account its growth potential,” Dr Prinsley said.
“The report found that industry’s best prospects for growth lie in its ability to market its products to people living around wine producing regions, and as well, to people from overseas who visit the regions, particularly from Japan, North America, Germany and the United Kingdom.”
The report identifies a number of export opportunities, led by Japan. The Japanese export market is a potential growth area for the industry, and the report recommends that marketing strategies be developed to suit the Japanese culture and marketplace. In the northern hemisphere, where fruit wines are drunk widely, local wines could access existing distribution channels.
Domestically, the report advocates the development of supply chains to appropriate sales outlets with pricing strategies to expand usage beyond special occasions and gifts.
The report was by undertaken by Judy Noller from the Queensland Department of Employment, Economic Development and Innovation and wine consultant Brian Wilson from Wine Solutions Consultancy. It was funded by RIRDC, the Queensland Government and members of the Association of Tropical North Queensland Wineries. The publication is available on the RIRDC website www.rirdc.gov.au
Media enquiries:
Duncan Sheppard – RIRDC Public Affairs Manager – 02 6271 4175 or 0458 215 604
David Anthony, Qld Dept of Employment, Economic Development and Innovation, 07 4057 3676 or 0428 102 905