The world has its eyes on the prize of the elusive Chinese wine market. Wine retailers and producers learnt quickly not to underestimate the potential of Asian consumers. Australia seems to have accepted that there’s more to learn and it has to be done quickly, as Wine Australia opens offices in Beijing, Shanghai and Hong Kong. 

Australian newspaper The Age,reports that the strategy is to rebrand Australian winesas high quality, and abolish their sometimes ‘cheap and cheerful’ image, as well as promote Australia’s individual wine regions. 

America are trying the same tactic, but are aiming for quantity over quality, according to The New York Times. Barack Obama plans todouble U.S wine exports within the next five years.