During Vinexpo 2018, Wine Australia and Alibaba signed a Memorandum of Understanding (MoU) to better showcase Australian wine via Tmall.
The MoU complements Wine Australia’s investment in China’s e-commerce sector as part of the Australian Government’s AU$50 million Export and Regional Wine Support Package. Australia’s Country of Honour role is one of the major activities supported by the package that aims to further drive demand for Australian wine and to build premium cues and consumer engagement.
Assistant Minister for Agriculture and Water Resources, Senator Anne Ruston, said this strategic partnership is an important and significant development for the Australian wine sector: “With the changing face of online retail in China, it’s critical for our wineries to significantly improve their online presence, and to do so in the right way.”
Wine Australia Chief Executive Andreas Clark said the signing of this MoU recognised the strong engagement of Chinese consumers in online retail and their growing interest in Australian wine. “Working with Tmall will significantly enhance the ultimate consumer engagement. By partnering with Tmall, we can collaborate on many aspects and activities that further promote genuine Australian wine and do so in a way that supports the integrity of the brands.”
“It’s also an opportunity to educate Alibaba staff about the quality and diversity of Australia’s premium wines through education and awareness development”, he added.
Photo: Mike Hu, President, FMCG BU, Tmall, Alibaba group and Stuart Barclay, General Manager, Marketing, Wine Australia