australian wine
INTRODUCTION
 The last couple of years Australian wine has taken over the British market and this is surprising, keeping in mind that the English are devoted French wine drinkers. In the following paper we present the British wine drinking segment, what they value in wine and the reasons why the Australian wine is now performing better than the French one in the British market.
ANALYSIS
SWOT for Australian wine
Australian vs French wine
 French wine has been beaten into second place in British affections by bottles from Australia. The end of 2001 brought the shocking news that the British, once the world's most reliable customers for French wines, now preferred wine from Australia.
 The Australian wine has a standard high quality thanks to the fertile land. “Australia is the most venerable continent on the planet. And that aged soil, coupled with plentiful sun and the right grape varieties seems to help make wines with a soft, easy-going character” .
 In France the weather is often unfavourable and this leads to a balancing wine quality. “More often than not, regions such as Bordeaux and Burgundy are far from ideal for wine. Even the French would have to admit that two years out of every three, there's too little sun or too much rain for all but a few vineyards. For the rest, stormy vintages produce watery wines, while cool, cloudy years are responsible for the green-tasting, unripe flavours encountered in, say, poor examples of claret. In Australia, while grapes are being grown and wine made in an increasingly varied range of climates from the balmy Barossa Valley to the often chilly island of Tasmania, watery, green wines are incredibly rare” .
 Moreover the simply labelled Australian wine bottles make the proceduring of wine buying fun. Most people prefer to be able to pick up a bottle that they know how the content will taste than having a fancy name. An Australian wine label will usually offer at least two clear pieces of useful information: the grape variety, Chardonnay or Shiraz, for example, and the producer, such as Penfolds, Peter Lehmann or Rosemount.
 Unlike the Australians who proudly display their brands across the front of the bottle, French producers' names often appear at the foot of the label, in print so small that you need a magnifying glass to read it.
 As about the French wines, “how is anyone to know what kind of grape was used to make a minervois, for instance? It might legally be a richly dark, spicy pure Syrah (or Shiraz, as the Australians say) or a blend of lighter peppery Grenache and soft, earthy Carignan. According to French law, the maker is expressly forbidden from telling you which. Fortunately, he or she is allowed to reveal their own identity on the label” .
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