From 28 April - 7 May, Wine Australia’s North America Roadshow travelled to Minneapolis, Boston, Nashville and Vancouver. The 'Rediscover Australia' Roadshow was designed to showcase how Australian wine meets trade expectations and consumer preferences in a highly competitive and challenging market.
The format was informed by market intelligence, broader industry trends, and input from importers working with Australian wines. It reflected the market's growing interest in lighter, fresher styles and food-friendly wines, supported by the latest Wine Opinions consumer and trade research.
The Roadshow translated these findings into a practical, in-market format built to support clearer positioning, stronger trade understanding and more effective engagement.
At the centre of this was a deliberate shift in how Australian wine was presented, with the walkaround tastings focused exclusively on Australia’s white and sparkling wines, to improve awareness of the quality of these trending lighter styles.
Across the Rediscover Australia tastings, white and sparkling wines were grouped by how they show up in the glass; from crisp and lively to textured and savoury, vibrant sparkling to aromatic expressions, alongside Chardonnay shaped by ocean influence and elevation.
This approach reflects buyer and consumer decision making that is increasingly driven by style, drinkability and occasion, rather than brand or region alone. Focused on food-friendly wines and pairings, the Roadshow tastings were hosted at popular restaurants to highlight the quality, diversity and compatibility of Australian wine in each market.
Feedback and conversations from the Roadshow seminars and tastings reflect the Wine Opinions research by highlighting that:
- Australian wine is positioned in a way that more clearly reflects current market demand
- Wines are easier for trade to navigate and place within real drinking occasions and portfolios
- Conversations with trade are grounded in commercial relevance — where wines fit and how they will sell.
Attendees shared their enthusiasm, with comments indicating that the format resonated strongly with trade:
- “I really liked that the focus was on white and sparkling wine...and I loved the categorization of the different tables.”
- “Appreciated the range of styles and varietals within the context of sustainability and shifting climate as the narrative. Super interesting to taste how it translates in the glass.”
The invite-only seminars also focused on building capability amongst key trade, giving buyers and key decision-makers a clearer understanding of the evolving styles and emerging varieties that are shaping Australian wine’s sustainable future. The importance of sustainable certification, and how it is communicated on the label, was another key takeaway of the Wine Opinions report.