Chief Executive Matt Fowles, from Fowles Wine in the Strathbogie Ranges of Victoria, is in the process of relocating his family to the United States for nine months, to support the launch of their fine wines in this market.
Despite challenging export trading conditions, Fowles Wine is optimistic about the positive signs in this key export market – Australia’s largest bottled wine export market by value and volume – and incorporated Fowles Wine USA Inc in 2012 to oversee and manage national distribution and marketing of it’s fine wines.
Matt Fowles said: “While Asia is undoubtedly an important region to focus on, the fact remains that the US is the world’s largest wine market (and growing) and the opportunity for strong sales performance in the premium Australian wine segment is something we want to be a part of. So much so, that I am shipping my family to market so we can have more meaningful conversations.”
Fowles Wine has already experienced great success in Canada becoming the largest Victorian supplier to the Liquor Board of Ontario (the world’s largest wine buyer). Fowles Wine is similarly optimistic about the potential in the US.
Matt Fowles said: “Imported wine constitutes 30 per cent of the US wine market with 18% sales growth rate in the $15 – $20 per bottle and 16% growth in $20 – $50 per bottle Australian wine segments. We feel our wines are well placed to realise this growth and renewed interest in the diversity and quality of Australian wine.”
Fowles Wine has introduced 16 of its Regional Wines and Food Wines in the US, with the iconic Ladies who Shoot their Lunch leading the charge.
Matt Fowles said: “Hearing leading wine critic Lisa Perrotti-Brown saying ‘Victoria is on the brink of significant recognition in the global marketplace’ is very encouraging and we are excited to be a part of this movement.
Being singled out as a ‘Winery to Watch’ by Harvey Steiman in Wine Spectator was an honour and we have been delighted by his reviews of our wine with the majority scoring 90 plus points.
We have certainly found that our cool climate Victorian wines have been capturing the attention of wine critics and wine judges but, importantly, they have been capturing the attention of trade and consumers in the form of sales.”
Speaking about Fowles Wine focussing on their Food Wines, Matt Fowles said: “we believe there is a growing public awareness about the ethical and environmental costs of mass produced food and wine. As a sustainable food advocate, our Ladies who Shoot their Lunch and Are you Game? wines are our response to this growing appreciation for ‘real food’ where provenance and flavour underpins production.”
Fowles Wine believes there has never been a better time to support fine wine in US in light of Tourism Australia’s international campaign to increase US visitation. Matt Fowles said: “Visits from global superstars such as Oprah Winfrey and Ellen DeGeneres have been invaluable in presenting Australia as a diverse, beautiful and friendly destination to millions of US citizens.
We’re just thrilled they can now enjoy our award winning wines when they return from their vacation and continue their Australian journey.”
- Fowles Wine For further comment please contact Matt Fowles by email or phone: email@example.com or (US mobile/cell phone) 0011 1 415.535.7630
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- Matt Fowles leads Fowles Wine and is the brains behind Ladies who Shoot their Lunch - the world’s first wine blended specifically to match wild game meat.
- Fowles Wine crafts some of Australia’s finest cool climate wines and was the first Victorian winery to win the prestigious trophy for ‘Australia’s Best Shiraz’ with Ladies who Shoot their Lunch 2008 Shiraz.
- RACV 2012 ‘Best Winery’, Fowles Wine vineyards, winery and Cellar Door Café are located in the dramatic granite landscape of Strathbogie Ranges region of Victoria, Australia.
- Fowles Wine USA was incorporated in the US in 2012 as a wholly owned subsidiary of Fowles Wine Australia.
- Fowles Wine USA currently has distribution in seven States of America with a view to expansion to eleven States by the end of 2013.