Seppeltsfield Chateau opens in China
Seppeltsfield is one of South Australia’s – and the nation’s - oldest and most prestigious wine companies with a tradition of making premium wine in the Barossa Valley stretching back to the 1850s.
This wine-making pioneer is now breaking new ground. In a first for an Australian wine company, Seppeltsfield has opened a bricks and mortar base for the company in China - the new $75 million Chateau Seppeltsfield Minquan in Henan Province.
This new cellar door might be a bit out of the way for South Australians but it is giving Chinese consumers the opportunity to savour – and buy - premium wine in their own backyard.
Seppeltsfield sales and marketing manager Chad Elson says that Australia’s relationship as a major exporter of wine into China has developed rapidly over the past 10 years.
“This growth and the significant potential for future growth, gave us the confidence to take this step for our brand,” Chad said.
"Importantly however for us, perhaps even greater than immediate sales or tourism opportunities, is the signal that this sends of our commitment to the Chinese market.”
China now eclipses the United States as Australia’s biggest wine export market.
Ten years ago, 20 million litres of wine worth just over $10 million was exported to China. Today, half a billion litres are exported with South Australian wine making up two-thirds and the wine trade with China is worth $520 million.
Chad says Seppelts has undertaken several state government trade missions in China, each playing an important role in developing relationships with Chinese businesses and opening networks.
“State government representatives on these missions have assisted us in varying ways - from connecting us with officials from Chinese wine and agriculture departments, to presence at launches such as Chateau Seppeltsfield,” Chad said.
The new Chateau is a partnership with Chinese wine company, Minquan Jiuding Wine Company Ltd and will help Seppeltsfield build on its export success and capitalise on China’s voracious appetite for South Australian wine.