Photo: Ewen Bell / Wine Australia
Photo: Ewen Bell / Wine Australia
Australian Wine Grand Tasting Seoul 2018 06 Sep 2018
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Le Meridien, Seoul, South Korea
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The Australian Wine Grand Tasting (AGT) Seoul is the biggest trade tasting of Australian wine in South Korea, co-hosted by Wine Australia and the Australian Trade and Investment Commission (Austrade).

Each year, nearly 20 local importer tables and a dozen new-to-market wineries seeking new importers showcase their wines, featuring regions across Australia including Barossa Valley, Margaret River, McLaren Vale, Tasmania and Yarra Valley.

This year we will be changing venue to the beautiful Le Meridien Seoul. This will certainly take this annual trade tasting to the next level, following the biggest ever turnout of nearly 400 guests last year in 2017.

The Australian Wine Grand Tasting is enhanced by master classes during the day by leading Australian wine personalities and with themed presentations which convey what’s happening in the Australian wine scene.

Whilst in market, the participating new-to-market wineries will have the chance to receive an in-depth briefing and market familiarisation (also optional for the visiting brands already existing in market) by the Austrade trade commissioner in charge of the wine industry. This will provide further insights about the market realities and nuances, regulations, re-exports, consumer wine consumption and sales channels, so the wineries are well informed to work with the Korean market more effectively. As part of the new-to-market package, wineries will also receive a 30-minute post-event advisory session.

In summary, at this event, you can:

  • Showcase your wine at the country’s largest Australian wine showcase
  • Discuss new business opportunities with importers and their customers
  • Work with us to boldly present the Australian category at its best
  • Increase the viable Korean wine trade contacts
  • Learn first-hand how the Korean wine market works through the structured familiarisation program as well as real-life experiences in country (optional for existing brands)
  • Receive post-event consultation by Austrade (new-to-market wineries only)

Registration and cost

Registrations open: 23 February 2018

Registrations close: 30 June 2018

This event is promoted to Australian wine businesses and key Korean importers of Australian wine between the above period via the Wine Australia website, marketing newsletters and regional communications.

  • Brands (new to market)
  • Brands (existing in market)
  • Local wine trade (on- and off-trade)
  • Local wine media and educators

Wineries with an existing importer: A$1,600 (ex. GST) per table up to 10 SKUs*

New-to-market seeking an importer: A$1,600 (ex. GST) per table up to 10 SKUs* + A$680 for the mandatory market familiarisation and initial 30-min business matching advisory**

*An additional fee applies for each SKU beyond the first 10 SKUs.

*Sold as full tables only.

*Up to three tables per company can be purchased.

**The market familiarisation is also optional for wineries with an existing importer for a fee of A$410

If you are interested in being part of the Seoul AGT, please register here. For this program to go ahead, we need a minimum of 25 full tables to be subscribed. 

Read full Registration Terms & Conditions.

If you are a state government or regional association interested in partnering on this opportunity, please contact us.

Indicative program of events

Proposed schedule, subject to change.

6 September 2018

Morning – Set up, followed by Importer Preview Tasting

12.30pm – Trade Tasting commences

14.00-16.00pm – Australian wine masterclass (TBC)

18.00pm – Trade Tasting concludes (TBC)

Evening - A casual networking opportunity (TBC)

7 September 2018

Afternoon – A market familiarisation tour to retail and on-trade businesses

What do you get for your investment?

  • Direct marketing support
  • Event management by Wine Australia and Austrade
  • Exhibitor space (size TBC) - existing brands in Korea to exhibit with their existing importers
  • Glassware
  • Importer briefing in local language - Korean
  • Marketing materials - exhibitor booklet in Korean
  • Photography
  • Public relations and social media support by Wine Australia and Austrade
  • Signage
  • Spittoons
  • Staff
  • Theming

What does success look like?

  • Find an importer
  • Generate new business leads - on-premise
  • Generate new business leads - off-premise
  • Network with influential trade

Special conditions

  • Fine wine focus
  • Regional focus - wine with regional GIs
  • This is a premium wine focused activity. Wines with accolade (eg. national/capital city wine show medals, positive score/ratings by leading wine critics, etc.) are preferred. Wine must be grape wine without any fruit infusions, etc in order to be allowed to participate. No bulk, cask or private-brand (BOBs) wine is allowed in this tasting.
  • Existing brands already represented in the local market must exhibit with the relevant Korean importer.
  • Travel, incidentals and wine logistics are at the participants’ expense.

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