China is the latest country to develop a taste for Australian wine. Sales to the country have been on the up and up, as traditional markets in America and the UK drop off. There are hurdles for Australia winemakers though. Brady Sidwell, from Rabobank, says that the prestige and image of a brand is more important than taste for the Chinese consumer, and Australia needs to build on that. "The taste in fact today is a factor that's developing in the market, but in the market is not really one of the key criteria that's driving a consumer decision," he says.