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US Market Entry Program

Details &

The US Market Entry program (MEP), our highly effective business matching program for wineries looking to enter the US market, will return in our next fiscal year beginning July 1, 2023.

Wine Australia’s MEP team will provide guidance on compliance, pricing, logistics and marketing for the US market, as well as assisting wineries in finding routes to market, either through traditional full service importers, brokers or DI orders with retailers.

After tripling in size to meet demand in FY22, the expanded MEP team have a long-standing track record of matching wineries with sales partners in the US, as well as securing retail opportunities with key customers. The FY22 program resulted in 356 total connections, $2.5 million in opening orders and 76% of wineries with confirmed or pending orders. 

Australian wine exports to the US increased by 14% in volume and 5% in value through September 2022. Exports above $10/litre (AUD) increased 35%, and 75% of companies exporting above $10/litre are either entering the market, or in growth. If you have been considering the US market, we encourage you to complete an EOI and stay tuned for more details on next year’s program.

Program Benefits / Deliverables:

  • A customized business plan based on each winery’s specific goals
  • Support with warehousing wines into the US for samples and third-party reviews
  • Guidance on import logistics, brand and pricing strategy to ensure competitive market positioning 
  • Samples sent directly to US importers and distributors based on customer interest
  • Arranging and participating in virtual or in-person importer meetings as well as negotiations assistance
  • Marketing each winery to an extensive network of importers and brokers

Expressions of interest

Expressions of interest are now closed.

Please refer to the Market Entry Prospectus and Terms & Conditions

Participants Wineries interested in entering, re-entering or expanding their presence in the US market 
Audience Importers, trade, distributors and media
Cost (AUD) ex GST $13,000.00


State Government Support

South Australia will support 30 spots in the program for FY24, Victoria will support 20 and Western Australia will support 5. Wineries interested in participating can apply for a 50% rebate from South Australia’s Department for Trade and Investment, Wine Victoria or Wines of Western Australia. Please note there are some criteria for South Australian Government support, which can be found here, and for Wine Victoria support, which can be found here


For further information about the US Market Entry Program 2023–24 please contact Damon Musha, Market Entry Program Manager