Taste the Wonders of Australia
Expressions of Interest Open
The Food & Wine Collaboration Group (Dairy Australia, Horticulture Innovation Australia, Meat & Livestock Australia, Seafood Innovation Australia and Wine Australia) have joined forces to harness the collective strength of Australia’s fresh food and wine in a Team Australia approach across key markets in Asia.
Under the campaign banner of 'Taste the Wonders of Australia', promotional activity has already been held in Thailand, South Korea, Vietnam, Indonesia, Taiwan, Japan and Malaysia from 2021-2025. The next activity will see us returning to South Korea in February 2026.
The event will take place between 23 – 27 February 2026. The program will comprise:
Trade and consumer communications campaign
- Leveraging influencer and media relationships to highlight Australian food and wine around the events – both domestically and in South Korea
Trade and media engagement
- Educational seminars - presented by local educators and chefs, targeted to key importers, retailers and on-premise trade for each product category.
- Product showcase & networking drinks – networking drinks with interactive displays and a wine tasting bar to illustrate the diversity of Australian food and wine in the South Korean market and how it is best consumed
- Gala Dinner - targeting retail and on-premise buyers, importers and media.
Opportunity
Wineries, who currently export to South Korea and have product available in market are invited to express their interest in supplying wines for the masterclass, networking drinks, and/or Gala Dinner event. There are three opportunities:
- Education Seminar – Theme to be announced still but looking for all exporters to South Korea to put forward wines they would like to for our educator’s consideration (6-7 wines, 4-5 bottles/SKU)
- Press Conference / Product Showcase & Networking Drinks (3 alternative varieties + 1 sparkling, 10 bottles/SKU)
- Gala Dinner – 5 course dinner with matching wines including 2 x whites, 2 x reds and dessert wine, Approx 12 x 750ml bottles/ SKU or equivalent) – Wines poured at the dinner will be promoted on the menu and introduced on stage to the guests.
Wines across all aspects of the day will be curated by a leading wine educator and/or hotel sommelier and will be based on EOIs, menu pairing suitability, availability in market and to showcase Australia's diverse regions and styles. Selected wines will be promoted to the seminar and dinner attendees, showcased on a product display at the networking drinks and press conference, and included in the event booklet distributed to all guests after the event.
Considerations
- Donation bottles required as outlined above. No fee to participate.
- Stock should be in market and will need to be delivered by each producer’s local importer to venue in central Seoul.
- Please secure the support of your importer before submitting. Cost of wines and logistics to venue covered by winery and/or importer per their own agreement.
If you are interested in participating, please complete this form by 5 December 2025 and we will be in touch if your wines are successfully nominated.
Please complete the form below to express your interest and nominated wine/s.
Contact
For any questions, please contact
Sarah Roberts, Regional Manager – Asia Pacific
Email: asia@wineaustralia.com