This month, Chinese online retail store, Tmall launched a flagship Australian wine store, offering another avenue for Chinese consumers to purchase Australian wines. The online store is operated by, one of China’s leading online wine retailers.

Currently, there are 11 Australian brands listed in the store and around 20 more are being considered for approval with plans to expand further in the coming months.

We’ve been inundated with requests for more information, so here are some FAQ’s to help provide all the details you need in order to understand how the process works and what you need to do if you want to get involved.

Frequently asked questions

Frequently Asked Questions

What is the collaboration between Wine Australia and Alibaba?

Wine Australia and Chinese multinational e-commerce conglomerate Alibaba signed a Memorandum of Understanding (MoU) to showcase Australian wine on the world’s fastest growing e-commerce platform, TMall.

As part of this ongoing agreement to further promote Australian wine and wine tourism in Greater China, the two organisations will collaborate this September 2018, to raise awareness of the Australian wine category in the lead up to TMall’s Global Wine and Spirits Festival on 9 September


How can I get involved in the Australian wine store and be part of the TMall 9.9 Festival promotion?

Unfortunately, due to the tight timescale after the MOU signing, the deadline has closed for new brands to join the Australian wine TMall store in time for the 9.9 Global Wine & Spirits Festival promotion. However, once this event has finished there will be proactive encouragement to join the store and enable participation in future promotions in the Australian wine store.

What are your plans to promote Australian wine for the 9.9 Festival?

To best engage e-commerce consumers, Wine Australia and Alibaba will host two prominent KOL’s - the Chufei Churan Twins, (who have over one million followers) and immerse them in memorable Australian wine, food and tourism experiences that resonate with the Chinese market.

The Chufei Churan twins will livestream their experiences as they participate in wine focused activities across Sydney and South Australia (7~8 September), in order to drive sales of Australian wine in China especially on 9:9.

How have you selected the wines that are included in the Chufei Chuan twins visit to Australia?

All of the wines featured in the itinerary for the Chufei Churan visit are currently available to purchase through the Australian wine TMall store.

How many brands are currently on the Australian wine TMall store?

The Australian wine TMall store currently sells 36 different wine brands and there will be opportunities to increase this once the promotion has ended. In addition, the store provides access directly to four other Australian wine stores hosted by Treasury Wine Estates, Pernod Ricard China, Casella and ASC Fine Wines

Will Wine Australia being doing another promotion with Alibaba and TMall in the future?

Yes, this will be the first of an ongoing collaboration with several campaigns working collaboratively with Alibaba to promote Australian wine in China.

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North America market programs
According to Euromonitor, 345 million cases were sold in the US in 2015, up 2.1 per cent.
UK/Europe marketing programs
The United Kingdom (UK) continues to be the largest importer of Australian wine by volume.
Asia Pacific market programs
We offer a range of activities designed to excite and educate wine professionals across Asia of Australia’s fine wine.
Market programs
A list of opportunities available in each market.

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