AUSTRALIA sells more of its top-shelf wine to China than any other country but the industry is going to great lengths to convince drinkers there it has even more to offer.
China remains the fastest-growing market for Australian wine in years, but it's their insatiable demand for premium drops at the higher end of the price scale that really has local producers excited.
Wine Australia says China was the biggest destination for Australian bottled wines above $7.50 per litre in 2012/13, out-swilling traditional markets in the US and Canada.
The peak body's latest annual report shows sales at the posh upper end of the vine were exceptionally good, with a 25 per cent growth in Chinese demand for wines above $10 per litre.
In fact, figures show the average value of Australian bottled wine exports to China exceeded that of the fine-wine mecca France.
But the sector wants to promote a greater awareness among China's growing class of drinkers about the diversity and quality of Australian wines.
Wine consumption is still low in China - just one quarter of the global per capita average - but Wine Australia is confident that its increasingly urbanised middle-class population will develop its thirst.
"The challenge is to raise awareness about the quality of Australian wines especially compared to 'old world' producers which are still perceived to produce premium wine," the report said.
Drinkers in "first tier" cities like Beijing and Shanghai already know their stuff, but the Australian sector is keen to tap into consumers in other cities who are eager to learn about wine and have cash to spare.
In the past year, Wine Australia ran a taste discovery roadshow through these second-tier cities, launched a Chinese version of its A+ Australian Wine website and for the first time ran a stall at the country's most influential trade show.
It also hosted four key visits from China in 2012/13, taking guests on a vintage tour of the Australia's premier wine regions.
It's hard to know yet if the strategies are working, but Wine Australia proudly notes it attracted an extra 10,000 followers in 2012/13 on China's biggest social media platform Weibo, a four-fold increase on the previous year.
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