Italian wine on the Australian market: Casa Vinicola Zonin Case Study. Research based on on-trade

Abstract

In 2013, despite a 4.3% reduction in volumes, Italian wine exports exceeded 5 billion Euros, with an increase of circa 7.3% compared to 2012. It was a particularly encouraging result and the sign that international consumers appreciate one of the Made in Italy flagship products. Australia was one of the markets which experienced significant growth in Italian wine imports. In 2013 Italian wine exports to the Australian market did rise by 13.1% in terms of values with respect to 2012. A remarkable figure considering the role that this country has not only among the so-called New World Wine countries, but also among the Old World Wine ones. The objective of this thesis is to analyze the Italian wine on the Australian market, especially by studying on-trade channel. The research was carried out through Casa Vinicola Zonin case study. Due to the leading role played by the company both at national and international level, it was possible to work out concrete strategy for the Australian market concerning the channel mentioned above.