Australian Wine Roadshow Southeast Asia 2026
Expressions of Interest Open
The Australian Wine Roadshow Southeast Asia is an exciting opportunity for Australian wineries to showcase their brands to wine importers, wholesalers, distributors, influential trade and media in key Southeast Asian markets.
Following on from the success of the 2024 event where we welcomed almost 800 trade visitors, Wine Australia is considering the inclusion of Jakarta, Kuala Lumpur, Manila, Bangkok, Ho Chi Minh City and Hanoi for the 2026 Roadshow.
Wine Australia is now seeking expressions of interest in participation and market preferences for inclusion within the 2-week itinerary.
To help maximise impact of the Roadshow, wine education and other activities in the focus markets will build awareness and momentum for Australian wine amongst target trade and media, whilst capability building and market briefings will provide participating wineries with insights such as market dynamics; regulations; wine consumption and sales channels; and business cultural practices, ensuring everyone is well informed to make decisions about export potential and marketing strategies.
The Roadshow will be open for participation both from wineries with current distribution in market, and those seeking importers/distribution in these markets.
Why participate?
Benefits of participating in this Roadshow:
- Capitalise on Australian wine's growing momentum in Southeast Asia,
- Showcase your premium wine brands in-person, generate leads, and boost awareness of your range to local audiences,
- Support your importer with in-market activities, or gain exposure to potential new partners,
- Maximise your marketing impact by aligning with Wine Australia's category-building initiatives,
- Get firsthand market insights, identify growth opportunities, and gather trade feedback, and
- Deepen your understanding of the Southeast Asian business landscape and culture.
Key contents
- Market briefing for participating wineries including insights on market context, opportunities, challenges, regulations, sales channels and business practices.
- Market Immersion Opportunities – Welcome Dinner, Retail Tour, Showcase Tasting and Masterclasses in each city.
- The roadshow will be promoted widely through Wine Australia digital channels (website and EDM), Wine Australia networks, wine media and other industry associations.
The program is currently being scoped by Wine Australia, and more information will follow regarding the structure, pricing and timing.
Participation costs
Pricing indicated is an estimate only and subject to change.
- AUD$1,800 exc GST per city (showcase up to 10 SKUs per city)
- Exhibitors must participate in a minimum of 3 markets (for Vietnam participation, both Ho Chi Minh and Hanoi are compulsory)
Expressions of interest
Please complete the form below to express your interest.
Please note that by expressing your interest in this activity you are not committed to participating.
If we reach the minimum number of EOIs for this activity to proceed, we will provide further details around pricing, locations, participation criteria, and open formal registrations.
Expressions of interest | Open: 10 November 2025, Deadline: 19 January 2026
Participation criteria
- Participation is required in three out of the five markets (for Vietnam participation, both Ho Chi Minh City and Hanoi are compulsory)
- Participants will be responsible to cover costs incurred with wine consolidation/freight, travel and accommodation; these are not included in the participation fee.
- Winery representatives are required to travel to all nominated cities.
- Wineries must be ‘export ready’.