Australia's popular premium wine brands, big sellers such as Nottage Hill, Jacobs Creek, Yellow Tail, Lindemans Bin 65 and Banrock Station, will play a major part in export success for the next decade, David Woods, managing director of the Hardy Wine Company said today (1 August).

His prediction comes as a new campaign by the Australian Wine Export Council aims at getting consumers to try more expensive and niche wines.

Woods told a wine marketing conference in Adelaide that sales growth would be driven by the popular premiums even if that were not what the industry wanted.

As an example, Woods said, Australia had 22% of the British market by volume but only 8.8% of the super premium segment. Increasing it to 30% would entail extra sales of 100,000 cases "a very big mountain to climb."

Hardy is part of the US Constellation Brands.