China Roadshow 2021 (cancelled)

Information for participating exhibitors
01 May 2021 China Dates TBC
Event finished
01 May 2021
Details &
Dates TBC
Event finished

Important update:

Wine Australia has cancelled the China Roadshow 2021.

This decision was made due to ongoing travel restrictions and the recent announcement by the Chinese Ministry of Commerce of temporary tariffs on bottled Australian wine.

We are very disappointed to cancel this annual event but we hope you understand our decision.

Please contact if you have any enquiries.

The annual China Roadshow offers Australian wineries an opportunity to connect with influential Chinese trade and media to drive awareness and increase export sales of Australian wine.

Participating in this event may help you and your brand:
  • Find an importer
  • Generate new business leads – on-premise
  • Generate new business leads – off-premise
  • Network with influential trade
  • Reach consumers
01 May 2021
Add to calendar
Dates TBC


 Registrations to participate closed on the 27th of March 2020. 

The opportunity to participate was communicated to Australian wine businesses via the Wine Australia website and marketing newsletters.

For advice on future event opportunities in China, contact

This event was initially promoted to Australian wine businesses from 3 March 2019 via the Wine Australia website, marketing newsletters and regional communications.

  • 3 March 2019: Round 1 exhibitor expressions of interest opened
  • 23 July 2019: Sponsorship proposal available (opportunities closed 4 October)
  • 30 August 2019: Exhibitor expressions of interest closed – Round 1
  • 3 October 2019:Exhibitors invited to formally register – Round 1
  • 18 October 2019: All formal registrations closed – Round 1
  • 27 February 2020: Round 2 exhibitor expressions of interest open (closing 6pm, 27 March 2020 AEDT)
  • 27 March 2020: Registrations to partoicipate closed

See full Terms & Conditions including Special Conditions of participation.

For Australian wine brands, the China Roadshow will provide the opportunity to:

  • Network with important Chinese importers and media, generating genuine and valuable business leads.
  • Tell their wine story, while helping drive category awareness of Australian wine in China.
  • Showcase premium Australian wines, both current brands in the mainland China market or new-to-market brands.
  • Cultivate a deeper understanding of China’s retail landscape and business culture, and
  • Participate in traditional and new media opportunities, helping further promote Australian wine.