Australian Wine Roadshow China 2026

Pricing and registration

Participation in the Roadshow is AUD $5,500 + GST per exhibitor.

• This includes a full table in each city with up to 10 SKUs per table.
• Exhibitors must participate in all 3 cities.
• No shared tables, unless you have several brands under one company e.g. wine group, conglomerate.
• Maximum of one table per exhibitor.
• Exhibitors will be grouped by state or region, as indicated on your registration form.

Invoices: Full participation cost will be issued by our finance team in early March 2026 with payment due by early May 2026.

For eligible Victorian producers, a 50% subsidy may be available through Wine Victoria for Victorian brands being showcased.

Please note, a maximum of 55 exhibitors can be accommodated for this event, and all registrations meeting the participation criteria and terms and conditions will be entered into a lottery process to ensure equity of access. Wine Australia retains the right to ensure an appropriate balance of regions, varietals, styles are exhibited, having regard to the strategic objectives of the activity and the market concerned. Acceptance will be communicated by Wine Australia. 

Registrations

Please read the Exhibitor Prospectus for more information about the Australian Wine Roadshow China 2026.

Participation is at the discretion of Wine Australia. Wineries considering China as an export market should be clear on the realities of doing business there. It's highly recommended to view the China Export Market Guide prior to registering. 

Additional costs

• Exhibitors are responsible for all travel, accommodation and incidental costs.
• Wine Australia will work with a reputable partner to ensure your wines reach China safely. Wine Australia will organise consolidation of wine stock in Australia and will arrange for airfreight of wines to China and onto each city (unless being sent from within market).
• Exhibitors will be responsible for all domestic transportation costs, as well as airfreight and customs clearance costs.
• Exhibitors will be invoiced for international freight costs upon completion of the Australian Wine Roadshow China.
• Wines already in market can also be sent from within China to a designated consolidation point by importer.
• A dedicated on-site translator can be recommended by Wine Australia, on request.

Special conditions

In addition to those outlined in the terms and conditions of participation (PDF) for this activity, the following participation conditions apply:

• All exhibitors are required to participate and showcase wines in all 3 cities.
• The Roadshow should demonstrate the diverse range of high-quality wines from Australia.
• SKUs are limited to a maximum of 10 per table.
• Participation is limited to winery brand wines only (no private labels, bulk wines, export only label, etc.)
• Brands must demonstrate existing sales in the Australian domestic market.
• At least one wine from each brand to be showcased has received 90 points and above from reputable third-party endorsers, such as James Halliday or equivalent.
• Participation is open only to wine producers as well as agents, distributors or exporters working directly with the winery/ies, regardless of whether they have existing importers in China. Agents, distributors or exporters must have express permission to exclusively represent a wine, winery or brand of wine at the event.
• Participants must be able to demonstrate they are export-ready.
• Participation is at the discretion of Wine Australia.

Important: Regulatory requirements for participation

Exhibitors must be export ready – licensed with Wine Australia and products registered for export.

All participating wineries must have approved GACC registration, and the requisite number must appear on the label of all bottles sent to China for this event.

Participants must be able to provide the following for all SKUs being sent to China for this event by mid March:

• Lot number
• Date of manufacture (bottling date)
• Product ID number
• Certificate of Analysis
• Certificate of Bottling
• Organic Goods Certificate (OGC) required only if exhibitor sending over 10L of organic wine, plus proof of Chinese certification required*
• Front and back label with Chinese translation
• GTIN in Chinese and English

Participants must grant Wine Australia associated exporter status in WALAS and link applicable products to us as an associated exporter.

The above documentation list is not exhaustive and logistics requirements are subject to change. Requirements will be confirmed with exhibitors once registration closes.

*Products may only be labelled as organic if they have been produced and processed in accordance with the requirements of the China organic standard GB/T 19630-2019 ‘Organic Products – Requirements for Production, Processing, Labelling and Management System’ and certified in accordance with the standard. Australian Certified Organic (ACO) and NASAA (NCO) have partnered with Chinese Certification Company COFCC to offer certification to the Chinese standards including access to a Chinese Inspector based in Australia.

Organic products that have not been issued a Chinese organic certificate can be imported as conventional products after they have been modified and comply with the relevant regulations and standards.