China Roadshow 2019 21 - 29 May 2019
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Tianjin, Hangzhou, Kunming, Shenzhen  $4500.00 + GST

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

Wine Australia will once again host the largest Australian grand tasting roadshow, giving China’s influential media and trade the opportunity to discover some of our country’s finest wines, as well as new wines to watch. The roadshow’s key objective is to help Australian wine businesses connect with Chinese trade partners, and create genuine sales leads in this fast-growing market.

Shenzhen (1st tier city) events will include a buyer tasting, a general trade & VIP consumer tasting, VIP networking event, as well as several exclusive master classes delivered by prominent Australian and Chinese wine commentators and educators. Tianjin, Hangzhou and Kunming (2nd tier cities) events will include a buyer tasting, a general trade tasting and several educational classes.  A full schedule of activities will be released in early 2019.

For Australian wine brands, the China Roadshow 2019 will provide the opportunity to:

  • Network with important Chinese importers and media, generating proven 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 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

Wine Australia and its partners aim to attract some 3,500 visitors in 2019, from importers, distributors, wholesalers, sommeliers, buyers, media, influencers, and VIP consumers.

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

Expressions of Interest

We are no longer taking expressions of interest for China Roadshow 2019. All registered Expressions of Interest (EOI) will be reviewed by Wine Australia to ensure each participating exhibitor meets criteria for participation. Once approved, you will be contacted to formally register your business (agreeing to the following T&Cs). Full payment of the participation fee will be required before 11 January 2019.

This event was promoted to Australian wine businesses from 17 April 2018 via the Wine Australia website, marketing newsletters and regional communications.

For any questions about China Roadshow 2019, please contact Willa Yang, Head of Market, China at

Expressions of Interest opened: 17 April 2018    

Expression of Interest closed: 5pm (AEDT), 2 November 2018

  • 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 + GST 

China Roadshow 2019 Terms & Conditions 

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 (with winery brand name only)     
  • 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?

‘I was proud to be part of the Australian Wine industry as showcased so professionally by Wine Australia.’

– Peter Barry, Owner / Managing Director, Jim Barry Wines

‘The China Roadshow was extremely successful. Australian wine is more attractive in China than it has ever been and the timing to roll out 70+ wineries across 4 cities hit the mark. The commercial and branding opportunities are there and Wine Australia did a fantastic job in connecting the wineries to different leads in a very stylish and successful manner.

– Richard Burch, Business Development Director, Howard Park Wines

‘The 2018 China Road show worked to call out the future of Australian Wine, showing high quality wines, great brands and forward thinking.’

– Katherine Brown, Brand Ambassador

‘The 2018 Wine Australia China Roadshow was extremely well organised and a beneficial event for our company which developed a huge amount of business for our company.’ 

– Angela Brown, Sales & Marketing Director, All Saints Estate & St Leonards Vineyard

‘China Roadshow is the highest quality wine show for us in China, because people are coming for one reason and one reason only: Australian Wine.’ 

– Swenson Su, Sales & Marketing Manager, d’Arenberg

Special conditions

Consistent with Wine Australia’s strategic plan, the objective of the China Roadshow 2019 is to increase the demand and the premium paid for all Australian wines. To further this objective, Wine Australia maintains a focus on increasing the appreciation of distinctively Australian fine wines for the benefit of all winemakers and exporters who fund our all promotional activities through compulsory charges and levies.

Accordingly, Wine Australia shall have regard to the non-exclusive criteria below when determining (in its sole discretion) whether a candidate shall be deemed a suitable participant for involvement in the China Roadshow 2019:

  1. whether the candidate contributes to Wine Australia’s marketing and promotional activities through payment of the Wine Grape Levy or the Wine Export Charge (however, while importers, retailers, exporter and distributors may support promotional activities, it is not intended that they will be directly promoted);
  2. whether Wine Australia is satisfied that the brand (including the label) to be promoted by the candidate has a well-established presence in Australia and/or in other overseas markets;
  3. the quality and the reputation for quality of the wines to be displayed by the candidate including, for example whether they have received any ‘high ratings’ from reputable wine press (such as Wine Advocate, Decanter or James Halliday) whether they have been the recipient any wine press awards (such as a ‘Decanter’ award), and/or whether they have been the recipients of any silver or gold (or higher) medals at a wine show of an Australian state;
  4. whether the candidate plans to actively promote ‘buyers own brands’ products as part of the China Roadshow 2019 (however, if ‘buyers own brand’ wines are to be promoted by the candidate, the candidate may not be eligible to participate in the Activity or may be required to promote all their wines (including non-buyers own brand wines);
  5. whether the candidate has engaged in any activity that might affect adversely the export trade in wine or Wine Australia’s ability to successfully promote Australian wine overseas (for example, whether the candidate has engaged in (or is suspected of engaging in) ‘copycat’ activity.

In addition, each participant must:

  • acknowledge that any brand or wine not deemed eligible by Wine Australia for inclusion in its promotional activities may be removed from the China Roadshow 2019 by Wine Australia at Wine Australia’s sole discretion.
  • have express permission to exclusively represent a wine, winery or brand of wine at the China Roadshow 2019. Wine Australia may request written evidence confirming such representation. Wine Australia may request such evidence and may reject the participant’s right to participate in the China Roadshow 2019 if the written confirmation is not provided and/or within the timeframe required.
  • participate in all cities on the China Roadshow 2019, and must showcase the same Australian wine brands, labels (SKUs) and quantities in each city. At least one label from each brand is to be showcased during the China Roadshow 2019.
  • be able to supply up to four bottles of each wine SKU (export ready for China) of up to 10 SKUs in total for the Tasting Exhibition.
  • acknowledge that Wine Australia will manage shipping logistics for no more than 160 bottles (i.e. 4 bottles per SKU and no more than 10 SKUs in total). The activity fee includes the cost of: overall management of logistics by Wine Australia, and the costs after customs clearance, and from warehouse in China (as appointed by Wine Australia), to all the city venues.
  • acknowledge that all other shipping logistics costs are covered by them exclusively. Participant managed costs will be directly invoiced by Hellmann Worldwide Logistics post event. For a formal quote, please contact Hellmann Worldwide Logistics.
  • acknowledge that Wine Australia has the right to deal with excess wine if more than the outlined quantity is received by the warehouses in China or Australia, and that Wine Australia has no obligation to return such bottles to the participant.

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