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April 2006
Can Aussie Wines Gain Traction Above $10?
While the price of Australian wines drop in the U.S., Australia is stretching its brand and quality perceptions in the over-$10 category.
by Deborah Grossman
Americans are sold on Australian wine. Yellow Tail, mass-marketed at $6.99, recently became the first varietal brand to sell more than 1 million cases in the United States in one month. But are Americans sold on Australian wine above $10 a bottle? The volume of Australian wine exported to the United States with a wholesale "value" of over $A10 a liter, for the 12 months ending November 2005, declined by 16 percent, according to a report by the Australian Wine and Brandy Corporation. During the ...
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