Wine lovers in India now have an opportunity to experience South Australia’s best wines. In September 2021, the South Australian Government launched its ‘South Australian Indian Wine Expansion Program‘ (SA-IWEP).
SA-IWEP is a year-long multi-activity wine expansion program focused on “building consumer awareness and creating strong brand loyalty for South Australian wines entering India for the long-term.”
Further, the program aims to match South Australian wineries with consumers, buyers, importers, distributors, and stakeholders across India’s HoReCa and retail sector.
This program is led by India’s only Master of Wine – Sonal Holland MW, in an official capacity as South Australia’s Wine Ambassador for India.
Under SA-IWEP, the Department for Trade and Investment – South Australia in India has partnered with R. E. Rogers India Private Limited as its official Logistics Partner and GEL Events Australia as its on-ground partners in Australia to work with both the established and the new-to-market South Australian wineries. They will further bridge a key component of market entry in wines and book clearance of samples.
Varun Anthony, South Australia’s In-Market Representative for India, says key partnerships with industry stakeholders in India’s logistics, import and distribution network have been key to the Department for Trade and Investment – South Australia’s long-term strategy for India. He adds:
“The availability of samples in-market enables the overseas office to smoothly engage with industry stakeholders in showcasing South Australia’s quality and diverse New World Wines.”
As per Austrade, in 2021, Australia was India’s largest source of wine imports with Australia taking a total of 43% share of the Indian market valued at a record A$12 million.
The SA-IWEP will tap the opportunity in India’s wine sector through the Australia-India Economic Co-operation and Trade Agreement (AI-ECTA). Under this bilateral trade agreement, signed on 2 April 2022, tariffs and taxes paid on imports of premium Australian wine exports to India will be substantially reduced.
