Wine Australia has signed a memorandum of understanding (MoU) to showcase wine products on Chinese e-commerce firm Alibaba’s Tmall platform.

The new MoU complements Wine Australia’s recent investment in the e-commerce sector of China as part of the Australian Government’s Export and Regional Wine Support Package.

Wine Australia CEO Andreas Clark said: “Working with Tmall will significantly enhance the ultimate consumer engagement. Tmall.com is China’s premier online branded shopping platform and the most visited business-to-consumer (B2C) online retail website in China.

“It’s critical for our wineries to significantly improve their online presence, and to do so in the right way.”

“By partnering with Tmall, we can collaborate on many aspects and activities that further promote genuine Australian wine and do so in a way that supports the integrity of the brands.

“It’s also an opportunity to educate Alibaba staff about the quality and diversity of Australia’s premium wines through education and awareness development.”

Australia’s Assistant Minister for Agriculture and Water Resources Senator Anne Ruston said: “With the changing face of online retail in China, it’s critical for our wineries to significantly improve their online presence, and to do so in the right way.”

Ruston further noted that the strategic partnership is an important development for the country’s wine sector.