Australian Wine Roadshow China 2026
Expressions of interest are now open
The Australian Wine Roadshow China 2026 provides exporters with a platform to access key trade from across China, whilst building familiarisation with the current state of the market.
Following on from the success of the Australian Wine Roadshow China in 2024 and 2025, we are exploring the option of doing a shorter Roadshow across China to take place immediately after Vinexpo Asia in Hong Kong.
The Roadshow will cover 3 cities in 5 days to enable Vinexpo Asia and the Roadshow to be undertaken over 2 weeks. The cities for the Roadshow are still to be confirmed, however will be selected based on current and future trading potential for Australian wine.
The Australian Wine Roadshow China 2026 provides exporters with a platform to access key trade from across China, allow for timely consolidation of any positive conversations from Vinexpo Asia in Hong Kong, and build familiarisation with the current state of the market and best sales channels for your brand.
The program would include a free-pour tasting showcase in each city, masterclasses, capability building and local market briefings amongst other activities to be advised.
Expressions of interest are now open.
Why participate?
Your business could benefit from participating in this important commercial program by:
- leveraging a powerful national platform to connect your brand with influential Chinese trade
- showcasing your premium Australian wines, and generating genuine and valuable business leads
- telling your brand story, and showing how your product fits the opportunity
- familiarising yourself with the China market of today
- cultivating a deeper understanding of China’s business landscape and culture, and
- extending your own marketing investment by aligning with a greater category-building program presented and supported by Wine Australia.
Exhibitor cost
Winery / company participation costs
AUD $5,500 exc GST per exhibitor, up to 10 SKUs.
- This includes a full table in each city.
- Exhibitors must participate in all three cities.
Pricing indicated is an estimate only and subject to change.
No shared tables, unless you have several brands under one company e.g. wine group, conglomerate, and a maximum of one table per exhibitor applies.
Please note that at this stage Wine Australia is only seeking to ascertain appetite to participate from producers. A decision to proceed with this event will depend on interest levels and will be communicated in due course. An expression of interest does not guarantee participation, however if there is enough interest to proceed, Wine Australia will provide further details around pricing, locations and participation criteria and open the event for formal registration.
State and Regional participation
If you are a State or Regional representative and are interested in participation, please email asia@wineaustralia.com by 24 December 2025.
Expressions of interest for this event will close on 24 December 2025.
Participation criteria
Criteria for wineries seeking to participate will include:
- Wineries must have an export license and exporter ID.
- Wineries must have a registered ABN.
- 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 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 – including GACC registration so as to enable the lawful export/import/sale of the relevant products in China.
- Preference is for wineries with wide portfolios that have a strong brand story and unique selling proposition (USP) relative to other comparable brands.
- A previous track record of strong scores (90+pt) from publications such as James Suckling, Decanter and James Halliday are preferred but not required.
- A clear (and resourced) export development strategy for the China market.
- Participation is at the discretion of Wine Australia. Wineries considering China as an export market should be clear on the realities of doing business there. It's highly recommended to view the China Export Market Guide prior to registering interest.
Contact
Should you have any questions, please email asia@wineaustralia.com.