Germany Calling – how do we get Germans to drink the real Australian wine
There are 150,000 German speaking tourists traveling Australia every year, many of them visit the wine regions and experience some of the magnificent wines from the Barossa Valley, McLaren Vale, the Hunter or from one of the younger regions such as the Southern Highlands or Orange. This is the good news.
Australian Red Wine for under EUR3.00
Unfortunately there is bad news too. On my recent travels to Germany I had to discover, that Germans simply don’t have good access to wines from Australia as they are flooded with cheapies in local supermarkets.
The photo is proof for the terrible news supported by Austrade’s office in Frankfurt telling me that the average retail price for Australian wine in Germany is well under $3.00.
You cannot get a decent cup of coffee in Australia for this price let alone a bottle of wine. And then we expect to have our Australian drops exported overseas for such price. Terrible.
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Mehr als 150,000 deutschsprachige Touristen bereisen Australien Jahr fuer Jahr, viele von Ihnen trinken australischen Wein in einer der vielen beruehmten Regionen oder in einer der Metropolen wie Sydney oder Melbourne. Ein Blick in die Weinregale deutscher Supermaerkte zeigt jedoch, dass es in Deutschland diese Weine noch nicht gibt. Der Durchschnittspreis einer Flasche australischen roten oder weissen Weins in Deutschland liegt nach Auskunft von Austrade bei unter EUR 1.50 – kein Wunder dass man da keine grossartigen Tropfen erwaten darf.
Unser Team von downunderwines arbeitet an einer Loesung fuer dieses Problem – denn so kann das mit dem Vertrieb australischer Boutique Weine nicht weitergehen.
Ihr Michael Brecht
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Michael,
there is one simple reason for the fact that Germans do not have access to nor any knowledge about Australia’s top notch wines: it’s the complete withdrawal of your marketing organisations from this market.
For us winewriters it has become nearly impossible to organize comprehensive tastings, to visit your country and to discover and talk about your best wines. Obviously, German consumers are all the more disoriented about qualities and tend to identify wines from Australia as the cheapest plunk available.
Just recently I wrote to the London office of Wines of Australia, asking if there was any possibility of tasting your wines – to this day I have not even received an answer to my e-mail. If this is what you call politeness, down under, then there obviously is no hope ….
Cheers
Eckhard
P.S. …. waiting for some new post of yours on our WorldWine Blog