Australian Wine Roadshow Southeast Asia 2026

The Australian Wine Roadshow Southeast Asia is an exciting opportunity for Australian wineries to showcase their brands to wine importers, wholesalers, distributors, influential trade and media in key Southeast Asian markets.

Following on from the success of the 2024 event where we welcomed almost 800 trade visitors, the 2026 Roadshow will visit Bangkok, Ho Chi Minh City, Hanoi, Manila, Kuala Lumpur, and Jakarta.

The Roadshow is open to participation from both wineries with current distribution in market, and those seeking importers/distribution in these markets.

Program

The program of activity is currently being curated and includes:

• tasting showcase, allowing brands to engage one-on-one with importers, distributors, retailers and on-premise trade
• educational component
• capability building program to help exhibitors prepare for the Roadshow
• pre-departure briefing, information pack, and
• market familiarisation activities including on-premise and retail visits.

 This Roadshow will be supported by PR outreach, social media, and additional promotional activity to ensure we are reaching as far as possible into these markets.

Additional costs

• Participants are responsible for all travel, accommodation, wine consolidation/freight and any incidental costs.
• Wine Australia will work with a reputable partner to ensure your wines reach the markets safely. Wine Australia will organise consolidation of wine stock in Australia and will arrange for airfreight of wines to 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 Southeast Asia.
• Dedicated on-site translators can be recommended by Wine Australia, on request.

Special conditions

Please note that places will be strictly limited. A maximum of 45 exhibitors will be accepted per event. Participation is at the discretion of Wine Australia. Wine Australia and Austrade shall have regard to the non-exclusive criteria below when determining (at their discretion) whether a candidate shall be deemed a suitable Participant for involvement in the Activity.

Participant criteria

All exhibitors are required to participate in a minimum of three markets.

Exhibitors for Vietnam must participate in both Ho Chi Minh City and Hanoi.

Participants agree to advising Austrade on sales generated as a result of their participation in the event, to help us meet Austrade’s reporting requirements. Participants consent to that information being shared with Austrade and used for that purpose.

Winery brand wines only. No private labels, bulk wines, export only label, or ‘buyers own brands’ products. 

Brands must be able to demonstrate reasonable, well-established existing sales in the Australian domestic market.

Brands and SKUs must be available in the markets, or, if not available in market, new-to-market and “export-ready”. In this respect, ‘export ready’ means that the Participant, brand, SKUs and labels are compliant with relevant applicable laws/ requirements of Australia and destination markets (including as regards relevant mandatory compositional, labelling or registration requirements) so as to enable the lawful export/import/sale of the relevant products in the relevant market.

Brands should have premium wine focus – exhibitors should display the quality, and reputation for quality, of their wines. For example, whether they have received ‘high ratings’ (i.e. 90+ points) from reputable wine press (such as Wine Advocate, Decanter or James Halliday), and/or whether they have received any silver, gold (or higher) medals at a wine show of an Australian state. 

Wine Australia will endeavour to ensure an appropriate balance of regions, varietals, styles are exhibited.

Actual cost per table is subject to change following confirmation of all costs involved with running the Australian Wine Roadshow Southeast Asia 2026.

Applicants must provide Wine Australia with evidence demonstrating their compliance with these terms and conditions upon Wine Australia’s reasonable request.

Participants must ensure the safety of their representatives and must arrange their own travel, accommodation and other logistics.

Participants agree to comply with the Activity’s Terms & Conditions.

Austrade will only work with those clients that maintain appropriate business ethics and demonstrate a commitment to legal obligations including anti-bribery laws, both in Australia and overseas markets. See Bribery of foreign public officials - Austrade for further information.

At any time, and at Wine Australia and Austrade’s sole discretion, any exhibitor may be removed or may be rejected from participating if:

• found (or suspected of) engaging in any activity that might adversely affect wine export trade or Wine Australia and Austrade’s ability to successfully promote Australian wine overseas (e.g. as a result of ‘copycat’ activity)
• deemed ineligible for inclusion in the Australian Wine Roadshow Southeast Asia 2026 promotional activities
• unable to pay the full activity fee by the due date, or
• unable to provide written evidence confirming they have express permission to exclusively represent a wine, winery or brand of wine at the Australian Wine Roadshow Southeast Asia 2026.