Overview
This report is a background knowledge source on barriers to trade. It explored US trade views on premium Australian wine through four online discussion groups (34 participants) and a screener survey of 291 trade panellists. Barriers identified included Australia's reputation as a producer of low-priced animal-label "critter" wines, limited awareness of regional diversity, the exchange rate, inventory and logistics issues, competition and discounting. Wine style and consumer trends drove trade decisions. Participants saw the greatest opportunity in regional, premium wines at US$15–25, supported by clear trade and consumer education.
A significant amount of research has been conducted on this subject since publication; refer to more recent published research and other Wine Australia resources.
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