Ankita Okate, Chief Growth Officer at Beverage Trade Network, interviewed Jane Lopes, a sommelier, educator, author, and co-founder of Legend Imports, about her work in promoting Australian wines in the U.S. market. Jane, a Regional and Category Ambassador at the Sommeliers Choice Awards, shared insights on the challenges and opportunities of introducing Australian wines to American consumers. With her extensive background, including achieving the title of Master Sommelier and leading wine programs at top establishments like Attica in Melbourne, Jane has become a passionate advocate for Australian wines. She discussed how Legend Imports bridges the gap between Australian wineries and the U.S. market by focusing on education, and partnerships, and emphasizing the value and diversity of Australian offerings. Jane also encouraged producers to participate in events like the Sommeliers Choice Awards, where submitting wines provides valuable exposure and feedback from industry experts.

Ankita: What inspired you to shift your focus to importing Australian wines, and how did Legend Imports come to life?

Jane: In 2016, I got a job offer to run the wine program at Melbourne’s Attica, so my now-husband and I moved to Australia. Pretty quickly we realized that the US was missing out on a whole giant, impressive category of wine, so when we returned to the US in 2020, we launched our imports company.

Jane Lopes at Legend Imports. Image: Instagram

Ankita: How does your background as a Master Sommelier shape your approach to working with Australian wineries and the U.S. market?

Jane: If anything, my experience with the court of master sommeliers helped me train my palate enough to identify how good Australian wines were, and which ones would resonate with an American palate.

Ankita:  What are some misconceptions U.S. consumers have about Australian wines, and how does Legend Imports address them?

Jane: Consumers are typically the easiest tier to get on board. They might have only heard of Yellow Tail or Mollydooker, but they’re usually open-minded about trying Australian wine (and they like it when they do try it!). It’s more about getting distributors and retailers/restaurants on board to suggest these wines when people aren’t asking for them. Consumers aren’t anti-Australian wine; they just don’t know to ask for it.

Ankita: Could you share any unique challenges Australian wineries face when entering the U.S. market?

Jane: It’s the lack of demand I mentioned above. Consumers aren’t averse to Australian wine; they just don’t know enough about it to ask for it, because of this, retailers, restaurants, distributors, and importers feel less compelled to have these wines in their portfolio. So it’s up to us as producers and importers of Australian wine, to give them some compelling reasons to get behind these wines. To show them that these wines can be financially meaningful to their programs.

Ankita:  What qualities do U.S. sommeliers look for in Australian wines that stand out in their programs?

Jane: U.S. sommeliers are certainly not a monolith looking for one thing. But something I come back to—for anyone buying wine—is value. And obviously, value can be achieved at a variety of different price points. Someone may be looking for a $15 retail Cabernet Sauvignon that over-delivers on their shelves, or they may be looking for a $150 Chardonnay on their wine list that outperforms premier cru White Burgundy. I believe Australia can offer all of this and more

Four bottles of Patrick Sullivan’s wine, with colorful and vibrant round labels, sit on a marble bar on display. Image: Instagram of Legend Imports 

Ankita: How does Legend Imports support Australian wineries in positioning their wines effectively for American buyers?

Jane: We take on the main burden of positioning our producers for American buyers, not just supporting them in doing so. But it is important for Australian wineries to note, especially in our current climate, that their support is very much needed for success in the US. Gone are the days (if they ever existed) when Australian wineries could just lock in an exporter and then expect the sales to come. Making strategic visits to the U.S., supporting with marketing dollars or incentive programs, making media submissions, supporting travel from buyers back to Australia, etc., are all initiatives that Australian wineries can support, in collaboration with their importer, to invest in their success in the U.S.

Ankita: What consumer trends are you seeing in the U.S. that could benefit Australian wines?

Jane: Honestly, we’re not really chasing the consumers who are after trends; we’re chasing the ones who want great value, great wine, and passionate people behind it. But one thing I do think could trend with U.S. wine buyers is more of an awareness of worker conditions and labor rights in the production of wine. Australia leads the industry in these parameters and should be top of mind for any ethical consumers.

Ankita:  What role does sustainability play in Legend Imports' selection criteria?

Jane: On all of our producer’s profile pages on our website, we have a button that links to them describing their environmental and labor practices in their own words. There’s a lot of greenwashing in this industry, so we want to provide people with the concrete information that they want about environmental and sustainability practices. While we don’t believe that sustainability is one-size-fits-all (we don’t only work with fully organic producers, for example), we have always prioritized sustainability in all its forms, and work with producers who are doing their part to make sure that their environment and their people are protected.

Ankita: Do you think Australian wineries should give priority to the U.S. market in 2025, and why?

Jane: There’s a lot of untapped potential in the U.S., but it is a very difficult market too. The U.S. market is basically 50 different markets in one, so it presents a challenge (on top of the general challenges of inflation, potential tariffs, non-alcoholic alternatives, weight-loss drugs, etc.). So while the U.S. offers opportunity, it is not going to give it up easily. Only Australian wineries who are prepared to be involved and invested should target the U.S. market.

Ankita: Are there any specific varietals or regions from Australia that are currently resonating with U.S. consumers?

Jane: We’ve focused on the grapes that are already popular, offering an alternative from Australia that is a great value, has great packaging, and is just really delicious! For example, no one will bat an eye if the by-the-glass Cabernet on someone’s wine list is from Australia—they’ll order it anyway and then (almost always) really love it. So, I’d say we’ve had the most success with things like Cabernet, Pinot Noir, and Chardonnay, which are already staples. But we do try to push the boundaries too and show just how good Aussie Grenache is, how Australia offers a different take on Riesling, and even how important Mediterranean grapes (like Vermentino and Nero d’Avola) are to the Australian landscape.

Ankita:  How does Legend Imports build long-term relationships with its winery partners?

Jane: Partnership is obviously the key concept. We are super communicative, constantly trying to find new ways for us and our winery partners to find success over here. We try to work with wineries who are just as invested in developing the U.S. market as we are, not just offloading a few pallets and not thinking about it. We need all hands on deck to make a dent in this challenging (but rewarding!) market.

‘How to Drink Australian is INCREDIBLE. The most comprehensive book on the best Australian wines. It’s not an easy feat to bring together so much information, diving deep into the intricacies of the great regions, producers, and terroirs of Australia. A must-have on every wine lover’s bookshelf.’ – Rajat Parr

Ankita:  If you could encourage American consumers to try one unique aspect of Australian wine, what would it be?

Jane: I would just encourage U.S. consumers to ask for Australian wine—no matter what wines they like, they’ll find something from Australia to love. “I like a crisp, fresh white wine… but make it Australian.” “I like a soft, light-bodied red wine… how about from Australia.” “I like a rich, unctuous fortified wine… from Australia!” No one has to conform to their tastes to find an Australian wine they like; they just have to be open to Australian wines being their new favorite wines!

Judging at Sommeliers Choice Awards 

Australian wineries looking to make a mark in the competitive U.S. market are encouraged to submit their wines to the Sommeliers Choice Awards, a prestigious competition judged by top sommeliers, wine buyers, and industry leaders. This platform provides wineries with an opportunity to showcase their wines to influential decision-makers who shape retail and restaurant wine programs across the country. Winners benefit from increased visibility, credibility, and access to valuable feedback from industry experts who also serve as ambassadors for awarded brands. 

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By participating, wineries can highlight their unique varietals, sustainable practices, and exceptional value, positioning themselves as strong contenders in the U.S. market. The competition is a strategic way for Australian producers to connect with sommeliers, expand their reach, and establish a lasting presence in one of the world’s most dynamic wine markets.

Header Image: Jane Lopes, Founder of Legend Imports

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