Aussie B2B Wine Day 2026

Aussie B2B Wine Day is an annual wine tasting event for Australian wine exporters looking to enter or grow in the Czech market.

Scheduled around Wine Paris 2026 to take advantage of the Australian exporters already in the region, it is a one-day event in Prague that comprises a walkaround trade tasting and masterclass.

This year, for the first time, the event will be held at the British Embassy in Prague and it will be a collaboration between Austrade, New Zealand Wine, UK Wine and the Embassy of South Africa, showcasing wines from across the Commonwealth.

This is great exposure for your winery amongst buyers and decision-makers. The event aims to attract 80-100 trade guests including retail buyers, restaurateurs, importers, sommeliers and media. 

For wineries new to the market, this event is the best way to receive direct, first-hand feedback from importers as well as other players that influence buying decisions in the Czech market. 

The event is also for wine exporters with an established market presence in the Czech Republic that are keen to support their importer to grow market share. 

Austrade will facilitate introductions to key buyers and importers, and provide on-the-ground assistance and advice on how to successfully operate in this market. 

About the Czech Republic 

The Czech Republic is internationally recognised as a ‘beer country’. However, it is a wine country as well. In fact, there are more Czech wine drinkers than there are beer drinkers and wine is popular and widely consumed here. Domestic wine consumption is around 20 litres per capita, almost identical to that of the Netherlands and compares favourably with the rest of Europe. 

The primary suppliers to the Czech market are Italy, France and Spain, which account for 19.1%, 17.2% and 16.6% of total wine imports respectively. Young urban professionals are driving market growth. In Prague especially, the wine market is driven by younger, higher income groups. These customers are prepared to pay more for better quality and a compelling story.

Exhibitor requirements

• must be export-ready and comply with EU regulations
• have a packaging, pricing and logistics strategy
• ready to supply samples for the event
• provide marketing and POS material requested for the event
• having stock in an EU warehouse is advantageous, and a
• willingness to commit to entering the Czech market.