Following on from the success of our North America Roadshow in May 2025, Wine Australia will be taking the roadshow to different cities in April/May 2026, and you are invited to register now.
We will be hosting activities in Minneapolis, Vancouver, Boston and Nashville on the dates listed below:
- 28 April 2026: Minneapolis
- 30 April 2026: Vancouver
- 5 May 2026: Boston
- 7 May 2026: Nashville
In each city, we are planning a seminar for trade, followed by a walkaround / self-pour opportunity featuring white wines (still and sparkling) paired with food.
The UPA opportunity is by SKU, rather than a traditional table at a trade tasting. We invite wineries and importers/agents to apply by SKU through the submission form linked below.
Costs and criteria:
- The cost per SKU to participate is $250 AUD, and we will require 2 bottles of each selected wine to be shipped or delivered to the event venue by your local importer/agent or distributor. This is not a new-to-market opportunity.
- We encourage wineries and importers/agents to submit fresh and unexpected wines that showcase the exciting breadth of varieties, styles and regions available from Australia. Please remember this is for white wines ONLY (still and sparkling).
- Wines that can achieve a competitive by-the-glass price are encouraged.
- Wine Australia will select the final list, and may request substitutions, so that we can showcase a broad range of varieties, regions and styles.
Wineries are not required to attend, although we do encourage winemakers to let us know if you plan to travel over, by completing this quick form.
Similarly, importers and agents are encouraged to submit wines for inclusion, and invited to participate, but without a requirement to travel to pour your wines at the event.
All the events are being hosted in restaurants to encourage trade to consider how food-friendly Australian wines can be, and to offer an alternative to the traditional walkaround tasting. Due to space restrictions, we will need to limit producer/importer/agent attendees to one per company.
Please submit your white wines through the form below by 19 December 2025. Wine Australia will confirm the final selections by 22 January 2026 and provide more details on venues and shipping at that time.
*Tasmanian wineries may be able to apply for support for this program through Tasmanian Government's Accelerating Trade Grant. Any questions should be directed to the Tasmania Government/Trade Tasmania.
Frequently Asked Questions
Roadshow FAQs
We consulted with US importers for their input, and in December 2024 offered them a list of 10 cities to rank in order of priority, and the top ranked cities were Boston, Nashville and Minneapolis, where we will be running activities in September 2025 and April/May 2026. In Canada, Vancouver, Toronto and Montreal will continue to be focus markets, supporting recent liquor board visits to Australia, and as we hosted events in Toronto and Montreal in May 2025, we will return to Vancouver in April 2026.
There were a number of reasons for this decision. Firstly, we have been asked by importers and wineries to innovate, to do something different to the tired format of traditional trade tastings. We agree that it is important to switch things up in order to attract trade and promote a ‘can’t miss’ event. We have also seen, through numerous events across the last couple of years, that white and sparkling wines generate a lot of enthusiasm, are usually the first bottles finished, and allow us to develop Australia’s identity beyond big, bold reds. White wines have also been trending better in this market, as seen in SipSource and other industry reports.
No. The focus on white wine is limited to the trade tasting. Seminars will continue to profile wines of all types.
No. Wines submitted for inclusion must have existing distribution in the markets included.
No. You are welcome to send winery or importer representatives, but the self-pour format does not require in-person participation.