Austrade New-to-Market Wine Project 2024-25

Austrade is once again partnering with WANDS, Japan’s leading international wine & spirits industry publication, to promote new-to-market Australian wines in Japan.

Expressions of Interest are sought from wineries wishing to participate in a masked tasting of new-to-market wines by 3 professional Japanese tasters, to be held in Tokyo in October 2024. Wines recognised by the sommeliers across 5 categories will be featured in the January 2025 issue of WANDS. Japanese importers will also be invited to a wine tasting event to be held in the Australian Embassy on 19 February 2025.

Anticipated outcomes for participating wineries: 

• Written feedback of the wines tasted by leading industry specialists
• For wineries with wines selected in the Best 15, brand exposure to industry through featuring in the WANDS magazine
• Inclusion in an e-mail to 100+ Japanese wine importers 
• Showcase all the wines in a tasting event for targeted wine buyers in Tokyo

(NB: there is no guarantee that business leads will be generated for participating wineries)

15 Awards

• Category 1: Red FOB AUD up to $16
• Category 2: White FOB AUD up to $16 
• Category 3: Rose/Orange/other FOB AUD up to $16 Other 
• Category 4: Sparkling FOB AUD up to $20 
• Category 5: Best Cost Performance 

Participation Costs

• 6 bottles as samples (2 bottles per SKU; 1 for selection, 1 for Tokyo wine tasting event)
• Shipment of samples to Japan (address to be advised upon acceptance of participation)
• Participation fee of $200 (excluding GST) 

*Investment New South Wales, Government of South Australia, Government of Western Australia, and Victorian Government Trade and Investment, will contribute to this project by providing funding towards the participation of wineries from their states. Please contact your state organization for more details. 

*Wineries from states not listed above may be considered for participation, subject to availability. However, please note that the participation fee for these wineries is unsubsidized and amounts to $950 (excluding GST).

Next Steps

• Submission of Expression of Interest (EOI) by wineries by 30 Aug 2024
• Austrade will contact wineries by 18 Sep to advise whether your winery has been selected, advise on sample delivery details and provide a template for your wine information to be submitted by no later than 27 Sep 2024
• Samples will need to arrive at the designated address in Japan between 10-18 Oct 2024