Mt. Yengo Wines was originally launched with two strong visions. The first was to bring together the values of the First Nations people of Australia with the technology of modern wine-making. The second was to build a community around its products that bridges cultural divides.
With these values in mind, Australia’s first indigenous wine brand has built a considerable presence in the United States. When former sommeliers who were now working in that import space offered an opportunity for the brand to make its presence the US market back in 2021, Mt. Yengo did not hesitate to seize such an opportunity.
Since then, Mt. Yengo has been experiencing a level of success in the US market that has grown steadily over the years. “There’s an appetite in the USA for premium quality Australian wines, especially through top restaurants and bars,” says artist and co-owner Wayne Quilliam. “The number of places our wine is now available in the US is growing and it’s all being driven by demand on the ground, from California and Texas to other states as well.”
The secret to Mt. Yengo’s US success
Quilliam believes that the secret to Mt. Yengo’s US success was its pride in its Australian roots, which aroused the curiosity of the American market.
“Australia is a bit of a mystery to average American consumers – they love us, but geographically we are far away so through our wines they are getting that unique taste of Australia in every drop,” he explains.
Quilliam further shares, “We are more than just an Australian wine brand in a crowded market; as Australia’s first Indigenous wine brand, we have a rich and cultural backstory that consumers are hungry for. From the Indigenous artwork on the bottle to the uniquely Australian flavour of the wine, the Americans are fascinated by our Indigenous culture and we are bringing that and art to the world and they love it.”
Selling in the US despite uncertainty
While Australian products like Mt. Yengo are not directly affected by the tariffs policies of the current Trump administration in the US, Quilliam admits they are still impacted by the US government’s move to increase tariffs to China.
He has however expressed optimism that the Australian government is working to ensure that Aussie businesses will not be adversely impacted. In the meantime, Mt. Yengo’s US market growth continues unabated.
“Restaurant groups are increasing their orders of Mt Yengo Wines,” Quilliam shares. “We’re seeing interest in Mt Yengo Wines really expand, so much so we are looking to head to the US ourselves to be able to meet with distributors, sommeliers, boutique bottle shops and restaurant owners.”
Quilliam estimates that up to 4,000 cases of Mt. Yengo wines could make their way to the US market this calendar year, and he is optimistic that Aussie wines will continue to strengthen and expand their presence the US for some time.
Advice to businesses looking to expand to the US
Amidst an uncertain time for international expansion, especially in the US, Quilliam advises businesses to understand and get right the dynamics of the market on the ground if they wish to successfully establish their US presence.
“The US is a huge market that differentiates not only state to state, but county to county. For us, the most important aspect has been finding the right distribution partner who shares our vision and does the best job of representing our brand,” he explains. “We have been concentrating on certain states because taking on the US as a whole is too big a fish to swallow at once.”
