Stronger trade connections and new market opportunities emerging for Australian wine across Asia Pacific

Australian wine exporters are gaining stronger traction across the Asia Pacific region, with a series of high-impact trade, education and promotional initiatives helping to build visibility, deepen trade relationships and position Australian wine more competitively in key markets.

Across Japan, China, and Southeast Asia, targeted activations are translating into practical outcomes for exporters – from stronger trade advocacy to improved alignment with evolving consumer and trade demand.

Building in-market advocates who can sell the Australian wine story

Inbound visitation programs are helping build a stronger network of in-market advocates for Australian wine across Asia Pacific, supported by funding from the Australian Government Department of Agriculture, Fisheries and Forestry through the Grape and Wine Sector Long-term Viability Support Package.

Top-performing trade professionals from Japan and leading wine educators from Thailand, Vietnam, Indonesia and Taiwan recently travelled to Australia for immersive programs spanning regions including Hunter Valley, Clare Valley, Barossa Valley, Adelaide Hills and McLaren Vale.

By connecting influential buyers and educators directly with producers, regions and varieties, these programs strengthen their ability to confidently represent and recommend Australian wine in their home markets.

Kate Laurie from Deviation Road and Anton Groffen from Ashton Hills both participated in the Japan in-bound visitation.

"It was an excellent opportunity to share our story and vision with international guests here on site.  You could tell the immersion in the local surroundings and the winery experience clearly elevated their understanding of Australian wine and our pursuit to create quality wines that tell the story of place and intent.  The guests were engaged and engaging, making the experience feel like a truly reciprocal experience for them and myself." Kate said. 

Anton re-iterated "The intimate nature of this occasion at Ashton Hills perfectly matched the Japanese group’s strong technical wine knowledge, enthusiasm, and hunger to learn more. These sessions are invaluable to deep dive into our sites and our wines, and to strengthen international trade relationships with engaged customers."

Programs such as this help exporters address a key challenge – translating Australia’s diversity and evolving styles into clear, compelling propositions in-market. Better informed trade and educators means authentic advocacy, more effective storytelling at the point of sale and increased confidence in listing, recommending and promoting Australian wine.

Complementing the in-bound visitation program is a series of education seminars being delivered throughout 2026 in key Southeast Asian markets including Vietnam, Thailand, Indonesia, and Philippines. Presented by Kati Vainionpää, Wine Australia’s Education Development Manager – Asia Pacific, in collaboration with experienced local wine educators, the seminars are targeted at wine industry professionals, hospitality and F&B experts, wine education organisations, and key in-market wine influencers.

“The impact of these experiences cannot be underestimated. By building the capability, knowledge and confidence of influential buyers and trade, we improve their ability to tell the Australian wine story in a way that resonates locally,” said Sarah Roberts, Regional Manager – Asia Pacific at Wine Australia.

Strengthening visibility and demand at scale

Across the Asia Pacific region, large-scale trade activations are helping Australian wine reconnect with buyers, expand its reach and compete more effectively in market.

At Vinexpo Asia in Hong Kong, the Australian Wine pavilion displayed a strong national presence, with 60 winery and regional exhibitors showcasing around 600 wines from established and emerging regions including Margaret River, Tasmania, Heathcote and Beechworth. The event reinforced Vinexpo’s position as a key platform for wine trade in the region, bringing together over 14,000 trade professionals from 76 markets.

Extending this reach in-market, the Australian Wine Roadshow China 2026 was delivered across Beijing, Nanjing and Changsha, engaging more than 1,200 trade and media attendees. The program featured over 500 wines from 80+ brands, representing more than 40 regions through tastings, masterclasses and immersive food and wine experiences, including collaborations with Tourism Australia and Meat & Livestock Australia.

Together, these platforms highlighted the breadth of Australia’s regional and varietal offering and wines aligned with evolving market demand. From sustainably produced wines to lighter, fresher styles and wines designed for versatility and food pairing, the sector’s diversity was on full display.

In China, integrating wine into food, travel and lifestyle experiences further strengthened this positioning, helping trade and consumers connect Australian wine with contemporary dining and cultural occasions.

“Insights into evolving consumer preferences are shaping how Australian wine shows up in market. From the varieties, regions and styles to how we connect wine with food and lifestyle occasions,” said Ms Roberts.

“At scale, these activations are about creating meaningful connections – between exporters and trade, and between Australian wine and the moments that matter to consumers.”

Funding from the Accessing New Markets Initiative (ANMI) enabled Austrade to build on this existing in-market presence by delivering additional activities, including business matching, buyer engagement, and targeted activations, supporting producers expand into new markets and build long-term export partnerships.

Supporting export growth through a coordinated approach

Across all initiatives, the focus remains supporting export growth for Australian wine by combining market insights with capability building and strong in-market connections.

Together, these education, trade partnerships and consumer engagement programs are helping Australian wine compete more effectively across a diverse and rapidly evolving region, enabling exporters to access new markets and build enduring relationships needed to convert interest into long-term opportunity.

According to Ms Roberts, “Sustainable growth in Asia Pacific comes from bringing together insights, capability and connection.

“By understanding what markets are looking for, building the capability to respond to demand and creating direct pathways to trade, we’re seeing positive commercial outcomes and improved engagement with Australian wines in these key markets.”