Abstract
For the last 20 years, the Irish wine market has grown ceaslessly in terms of value and volume. Australia is the leader in the Irish wine market. However, the distribution system in Ireland does not allow the Australian companies to have a strong power of negotiation. The Irish wine market is a young market (when compared to France or Germany) and the trends are changing (not really stable), for example white wine and sparkling wine are the main growing segment. Australia promotes its wine through different events targeting different "groups? (for example, general public or professionals). Irish wine market has positive forecasts for the growth of the volume, value and consumption. However, the new concurrents are starting to use the same "friendly? marketing as Australia does. Chili is a serious threat for Australia. Finally the Irish wine market is full of opportunities in different segments (for example, white, rosé, red or sparkling) of the market, but at the same time it is a challenge for Australia to maintain its market leader position.
