As the world turns its attention towards China with the opening of the Olympic Games, the Australian wine sector is already preparing for its own long distance event with the rapidly expanding Chinese wine market.

The category has the opportunity to do things slightly differently from the past in spearheading this new market and so the AWBC, in partnership with Austrade, are forging ahead with a new China Market Program for 2008/09 that is based around delivering authentic Australian wine experiences. With a forecast of an estimated total market size for all wine in China reaching just over one billion litres by 2011/12, the AWBC's investment is both timely and exciting.

A new Market Development Officer position has been created to implement Wine Australia marketing initiatives through the Austrade China network. Ms Summer Yan has been appointed to the role to provide specialist in-country support, and activities will be primarily based in Shanghai and Beijing, where the greatest opportunities for Australian wine currently lie.

The Wine Australia Market Program has been designed to reflect Australia's opportunity in the embryonic wine market, and will focus on education, positioning and awareness of Australian wine. Resources directed towards the market have increased considerably, and Ms Yan's daily focus will be on engaging directly with the key gatekeepers: buyers, media, educators and trade, to ensure a comprehensive understanding of the Australian category. Participation in events such as Food Hospitality China will continue, however targeted activities such as a "Regional Heroes" on-trade promotion, a "Landmark Australia" key media tasting, and the introduction of a "Train the Trainer" program, all reflect the recognition of different market objectives and priorities.

The lure of a potentially very lucrative market has already prompted many Australian wine exporters to embrace the fast-growing opportunity. The market is currently the top destination for Australian bottled wine in Asia and exports sit at a healthy $5.72 average FOB price per litre. Ongoing volume and critical mass are needed to create further category awareness for Australia, however the message of quality and diversity will definitely be front-of-mind if the objectives are realised.