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Australian wine producer Yalumba has shared it is “fully committed” to the Chinese market, re-establishing its presence through ASC Fine Wines following the removal of punitive import tariffs.

Yalumba renews focus on China with ASC Fine Wines partnership

“We are thrilled to be back in China, a market that has always recognised the quality and heritage of Yalumba wines,” said Simon Carter, GM of global sales for Yalumba’s parent company Hill-Smith Family Estates. “Our partnership with ASC Fine Wines is stronger than ever, and we are fully committed to delivering our finest wines to Chinese consumers.”

With the lifting of import tariffs, Yalumba is eager to reintroduce its diverse portfolio to wine consumers in China. Its aim is to position itself as a leading Australian wine producer in the market.

Simon Carter and Craig Hadden, Yalumba’s general manager sales for Asia Pacific, are currently in China to promote the brand in collaboration with ASC Fine Wines. The brand is participating in the upcoming Wine Australia Roadshow, set to take place in Guangzhou, Beijing, Shanghai, and Chengdu. This year’s roadshow will feature tastings, masterclasses, and networking opportunities, all of which will spotlight the diversity of Australian wines.

Makoto Nagae, CEO of ASC Fine Wines, said of the partnership: “The removal of import tariffs marks a new chapter for Australian wines in China. We are proud to be Yalumba’s exclusive import and distribution partner in China. We are excited to showcase their exceptional wines at the Wine Australia Roadshow. Our goal is to reconnect Yalumba with its loyal customers while introducing the brand to new audiences who will undoubtedly appreciate the unparalleled quality of Yalumba wines.”

Australian wine exports jumped 17% in value to AU$2.2 billion in 2023-24. Shipments to China were to thank for the value growth, as Australian wine re-stocked supply pipelines following the removal of the duties on Australian bottled wine in late March 2024.

Volume exports to the People’s Republic rose from 1 million litres last financial year to 33 million in FY24. Value was up by AU$392m, totalling AU$400m year-on-year. Read more on the state of Australian wine exports here.