Wine Australia is running a coordinated program of trade, education and promotional activity across the Asia Pacific, backed by federal government funding, as the sector works to rebuild demand in China and diversify into Southeast Asia.
The push spans Japan, China and Southeast Asia, and combines inbound visits by influential buyers and educators, in-market education seminars and large-scale trade events. It is funded in part through the Australian Government Department of Agriculture, Fisheries and Forestry’s Grape and Wine Sector Long-term Viability Support Package, with additional activity delivered by Austrade under the Accessing New Markets Initiative.
The strategy reflects a market that has shifted since China removed its punitive tariffs on Australian wine in March 2024. While shipments to the mainland have surged, the market has returned as a high-value, comparatively low-volume one, and Wine Australia has consistently flagged the need to defend share elsewhere and build new markets as exports to the rest of the world soften.
At the trade end, the Australian Wine pavilion at Vinexpo Asia in Hong Kong brought together 60 winery and regional exhibitors showing around 600 wines from regions including Margaret River, Tasmania, Heathcote and Beechworth. Wine Australia said the event drew more than 14,000 trade professionals from 76 markets.
In China, the Australian Wine Roadshow 2026 ran across Beijing, Nanjing and Changsha, engaging more than 1200 trade and media attendees with over 500 wines from more than 80 brands and 40 regions.
The roadshow paired tastings and masterclasses with food and travel activations delivered alongside Tourism Australia and Meat & Livestock Australia, positioning Australian wine within contemporary dining occasions.
The capability-building strand is aimed at creating in-market advocates who can sell Australian wine on the ground. Top-performing trade from Japan and wine educators from Thailand, Vietnam, Indonesia and Taiwan travelled to Australia for immersive programs across the Hunter Valley, Clare Valley, Barossa Valley, Adelaide Hills and McLaren Vale. A parallel series of education seminars is being delivered through 2026 in Vietnam, Thailand, Indonesia and the Philippines.
Wine Australia Regional Manager – Asia Pacific, Sarah Roberts, said the activity was designed to convert interest into durable commercial relationships.
“By understanding what markets are looking for, building the capability to respond to demand and creating direct pathways to trade, we’re seeing positive commercial outcomes and improved engagement with Australian wines in these key markets,” Roberts said.
Roberts said consumer insights were shaping how Australian wine was presented in the region, from the varieties and styles on show – including sustainably produced wines and lighter, fresher styles – to how it was paired with food and lifestyle occasions.
The coordinated approach mirrors state-level efforts to rebuild and broaden export demand, including South Australia’s Global Wine Growth Program, which also targets mature markets alongside emerging Southeast Asian destinations.
