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Australians are increasingly seeking experiences that bring together food, connection and discovery, and local wine is uniquely placed to be part of those moments.
Wine Australia research shows consumers are placing greater value on memorable, sensory-rich and socially shareable experiences. The setting, aesthetics and opportunity to connect with others are becoming just as important as the drink itself.
The research also found 59 per cent of Australians want their choice of drink to enhance the overall experience of going out, while 61 per cent say they choose drinks to suit the occasion.
This shift underpins the insight behind Wine Australia's "We make a wine for that" platform. With more than 120 grape varieties grown across 65 wine regions, Australian wine offers extraordinary diversity and endless opportunities for discovery. Whether revisiting a favourite variety or exploring something new, consumers can connect with the people, places and stories behind wines made right here in our own backyard.
From August, Australians are being encouraged to explore that diversity through wine experiences and events taking place across the country.
From the award-winning Dark Side of Wine festival in Victoria's Rutherglen, where wineries come alive by candlelight and firelit spaces, to Taste Port Douglas in Queensland, a four-day celebration of food and drink, or the immersive underground experience at The Hidden Cellar in NSW, wine lovers and the wine-curious alike can discover Australian wine in new and unexpected ways, while exploring the regions, producers and local food cultures that make each destination unique. In South Australia, consumers can meet the makers at the Coonawarra Roadshow Adelaide or uncover one of the country's lesser-known wine stories at the Kangaroo Island Wine Dinner. In Sydney, To Infinity and Aphelion at Infinity by Mark Best will pair acclaimed Aphelion wines with a bespoke dining experience celebrating regional provenance and flavour. Western Australians can enjoy Italian Vibes at Olive Farm Wines, while Canberrans can gather over local wines and shared plates at Saturday Social Club x Linear Wines.
Whether it's a guided tasting, wine and food pairing, long lunch, cellar door experience or regional festival, the ‘We make a wine for that’ national events calendar makes it easy to discover new wines, explore Australia’s wine regions or find an experience close to home.
Award-winning sommelier Polly Mackarel, Head Sommelier at Infinity by Mark Best and curator of the restaurant's Australian-only wine list, said some of the most memorable wine experiences begin with a willingness to try something new.
"Consumers are becoming more adventurous in the way they explore wine. Every day, I see people stepping outside their usual choices, whether that’s trying an unfamiliar variety, discovering a new region or trusting a recommendation and finding something completely unexpected.
"What makes wine so rewarding is that every bottle has a story behind it. It can connect people with a place, a producer or a memorable moment shared with friends over a meal. Australian wine offers incredible diversity, which means there’s always something new to discover no matter where you are on your wine journey."
Dorianne Neimard, Head of Wine at Merivale, said supporting Australian producers and delivering exceptional guest experiences are central to the group's approach to wine.
"Across August, we're proud to showcase a curated range of Australian wine offers across a selection of our venues, giving customers the opportunity to discover and explore the breadth and quality of Australian wines.
"At Merivale, we aim to create unique and memorable experiences for every guest who walks through our doors. Supporting Australian winemakers is an important part of that commitment, and we're delighted to provide our customers with the chance to discover something new while celebrating the outstanding wines produced here in Australia."
Across Australia, wine experiences bring people together through shared meals, local flavours and memorable moments. From bustling city events and long lunches to cellar door visits and regional festivals, Australians can enjoy the quality, diversity and character of wines made right here in our own backyard.
From August, follow your curiosity and explore why ‘We make a wine for that’. Browse the national events calendar, find an experience near you and discover the people, places and stories that make Australian wine unique.
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About Wine Australia
Wine Australia empowers the success of the Australian wine sector through Research, Innovation and Adoption to enhance global competitiveness and meet the challenges of tomorrow, today; Market Development to increase the demand and premium paid for Australian wine; and Regulatory Services to safeguard Australian wine’s integrity and uphold the sector’s reputation.
Wine Australia is funded by the sector, for the sector, through grapegrower, winemaker and exporter levies and user-pays charges, with matching funds from the Australian Government for research and innovation. Established under the Wine Australia Act 2013, it is a Commonwealth Government statutory authority.
About Australian Wine
The global brand platform for Australian Wine exists to build understanding, affinity and preference for Australian wine globally and is based on the insight that Australia is known and loved for its adventurous spirit.
Our unique combination of modern thinking and ancient lands produces wines that are as diverse and unique as our country, and every bottle of Australian wine is an invitation to taste the wonders of Australia.
The Australian Wine brand assets can be leveraged by Australian wine regions and wine businesses, unifying the sector with a clear, exciting and authentic message.