Photo: Adobe Stock
Photo: Adobe Stock
China Roadshow 2019 01 - 10 May 2019
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TBC (1 first- and 3 second-tier cities) $4500.00

The annual China Roadshow, presented by Wine Australia is now in its seventh consecutive year. As an integral part of Wine Australia’s new Greater China marketing strategy, the 2019 China Roadshow aims to further drive awareness and increase export sales of Australian wine.

In May 2019 (TBC), Wine Australia will host the biggest Australian grand tasting roadshow to give China’s influential wine media and trade an opportunity to taste some of Australia’s most highly rated wines as recognized by leading wine reviewers, as well as help winery brands find potential leads via the roadshow.

First-tier city events will include a buyer tasting, a general trade tasting and a public tasting as well as several exclusive masterclasses delivered by prominent Australian wine commentators as well as famous wine educators in China. Second-tier city events will include a buyer tasting, a general trade tasting and several educational classes.

For Australian wine brands, the 2019 China Roadshow will provide 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 2019 roadshow will once again visit three Tier 2 cities and one Tier 1 city . Wine Australia and its partners aim to attract some 3,300 visitors in 2019, 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
  • Educational masterclasses, tastings and seminars
  • Local market briefings, tours and workshops with regional business experts
  • Peripheral networking activities – full program to be announced in early 2019 

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.


Please note: The China Roadshow 2019 will be held in May 2019 over approximately 10 days. Exact dates are to be confirmed. 

Register by: 31 August 2018
Payment received by: TBC

  • Brands (new to market)                            
  • Brands (existing in market)
  • Importers
  • Regional body can organise a group of exhibitors to exhibit in the show to showcase the regional branding.                               
  • States: State can organise a group of exhibitors to exhibit in the show.               
  • Educators
  • Consumers
  • Media
  • On-premise trade        
  • Off-premise trade
  • Importers and distributors
Cost (AUD ex GST) $4500.00 (to be confirmed)

Please refer to our Terms & Conditions and Special conditions below before registering.

Register here

What do you get for your investment?

  • A/V equipment        
  • Event management by Wine Australia
  • Exhibitor space 
  • Glassware
  • Marketing materials
  • Photography    
  • Public relations and social media support by Wine Australia
  • Signage (for wine brand or winery brand)    
  • Spittoons
  • Wine delivery/transport costs (after custom clearance, from warehouse in China that is appointed by Wine Australia, to all the city venues)

What does success look like?

Participating in this event may help you and your brand:

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

What have others said about the event?

‘The Roadshow is well organised, busy, and well attended. The quality of visitors is very good, a lot of trade and media, and we’re seeing quite a young crowd, which is encouraging. My impression is really great, I’ve been enjoying it very much.’
- Sam Holmes, Negociants’ General Manager International Sales

‘Wine Australia’s organisation is impressive. I think that’s the number one thing that stands out. Australian wines should be participating in the wine show to expose our wines to a wider range of different people, whether it is trade or consumers. The visitors here are very intellectual. I have been very, very surprised at the questions they asked. They understand our styles, they understand the wines and varietals. I think the difference between ours and the rest of the world, particular northern hemisphere, is that our wines are a little bit softer, a touch more fruit, a style I think Chinese consumers really enjoy, and they go well with Chinese cuisine.’
- Grant Bellve, Tyrrell’s Wines International Manager.

‘The master class on ultra-premium Shiraz not only showcased the styles of Shiraz that we are familiar with, but also the lesser-known but equally good quality Shiraz styles from cool climate regions, again demonstrating the diversified styles of Australian wine.’
- Li Demei, Beijing University of Agriculture Professor and renowned Chinese winemaker and blogger

Special conditions

  • Bottles required per SKU :2-3 bottles for each SKU
  • Fine wine focus
  • Limited SKUs  no more than 10 SKU for each booth    
  • Participants 40 minimum
  • Participants 70 maximum
  • Regional focus
  • To help build the premium image of Australian wine and to communicate a strong regional message, the wines showcased during the event will be restricted to those that meet the following criteria:
    • Branded Australian wines (no private label, bulk wines, export only label, etc.).
    • Existing sale in Australian domestic market.
    • At least one wine from each brand to-be-showcased has received 90 points and above from reputable third-party endorsers, like James Halliday or equivalent;
  • Wine Australia will make the final selection decision.

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