Victoria’s' wine export strategy targets China

The new 'wine export strategy' will reach 410 million Chinese consumers.

The state government has launched a new ''wine export strategy'' to take advantage of China's booming appetite for top-quality produce linked to the rise of the middle class. 

Under the plan, 410 million Chinese consumers are expected to watch four 30-minute episodes of The Wine Tour on China's main TV channels, with a $200,000 contribution from Victorian taxpayers and a $400,000 contribution from Australian exporters.

Premier Ted Baillieu last night hosted a dinner to showcase Victoria's finest wines, beef, dairy and seafood, attended by business and culinary elite, including representatives from China's largest supermarket, major retailers, exporters and Australian food producers.