2018 China Roadshow

Shenyang, Wuhan, Jinan and Shanghai
China Roadshow 2018 04 - 11 Jun 2018
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Shenyang, Wuhan, Jinan and Shanghai

The annual China Roadshow, presented by Wine Australia is now in its sixth consecutive year. As an integral part of Wine Australia’s new Greater China marketing strategy, the 2018 China Roadshow aims to further drive awareness and increase export sales of Australian wine.

Proving to be a powerful platform to link Australian wine brands with influential Chinese importers, distributors, wholesalers and media, we are excited to once again host this showcase and networking program.

Taking place from 4-11 June 2018, just four days after Vinexpo Hong Kong, Australian and Chinese wine business will come together and participate in this important commercial program. 

For Australian wine brands, the 2018 China Roadshow will afford them the opportunity to:

  • Network with important Chinese importers and media, generating genuine and valuable business leads
  • Tell their wine story, whilst helping drive category and country awareness of Australian wine in China
  • Showcase premium Australian wines, both existing in the Mainland China market or new-to-market
  • Cultivate a deeper understanding of China’s retail landscape and business culture
  • Participate in traditional and new media opportunities, helping further promote Australian wine

The 2018 roadshow will once again visit three Tier 2 cities (Shenyang, Jinan and Wuhan) and one Tier 1 city, and China’s business capital, Shanghai. Wine Australia and its partners aim to attract some 3,300 delegates in 2018, from importers, distributors, wholesalers, sommeliers, buyers, media, influencers, and VIP consumers.

The program of activity is curated to drive long term export sales to China and includes:

  • A free-pour tasting exhibition, allowing brands to engage one-on-one with important and influential delegates
  • Delegate educational masterclasses, tastings and seminars
  • Local market briefings, tours and workshops with regional business experts
  • Peripheral networking activities – full program to be announce in early 2018 

This China program will also be supported by the additional of public relations, influencer outreach, social media, and media partnerships to ensure we are reaching further with our message and offering of premium Australian wines.

2018 China Roadshow dates and locations:

  • Mon 4 June - Shenyang
  • Wed 6 June - Jinan
  • Fri 8 June - Wuhan
  • Mon 11 June - Shanghai

The timing of this roadshow coincides with Vinexpo Hong Kong 2018.

Delegate Registration

If you are trade or media and are interested in attending one of the free China Roadshow events in June 2018, please register your application via this form and a member of the Wine Australia team will be in touch in early 2018.

Exhibitor registrations

Registrations to participate closed on 22 November 2017.

Expressions of Interest and Registrations for this event opened on 23 October 2017. The event was promoted to Australian wine businesses from this date via the Wine Australia website, marketing newsletters, Exporter Update forum and Regional communications.

For advice on future event opportunities in China, contact Willa Yang.


Frequently asked questions

Can I sign up to participate in this event as an exhibitor?

Registrations are now closed, however we may have some spaces arise in the coming weeks. Thus, a Waiting List has been created. To add your company to this list for Wine Australia’s consideration please email Hollie.Thomas@wineaustralia.com and we will be in touch.

How long has Wine Australia been running the roadshow in China?

We created this event series in 2012 and will continue to build on the campaign each year as demand for Australian wine increases in China.

What master classes and other events are being planned for Australian wineries in 2018?

A full program of masterclasses, peripheral networking events and opt-in retail tours will be curated in the coming months. Stay tuned as we will be announcing more details in the New Year.

How many attendees are involved in roadshow?

In 2017, more than 2,800 attendees were involved in our activity across the four cities. These included influential importers, buyers, wholesalers, merchants, distributors, sommeliers, media, KOLs and wine loving consumers. Wine Australia aims to engage with more than 3,300 delegates in 2018.

As an exhibitor, do I already need to be exporting to China to participate in China Roadshow 2018?

No. The China Roadshow provides a valuable forum for those looking for importers to meet and network with trade from around the world. You will however require an Exporter ID number to qualify as a participant.

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