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The Australian Government invested $50 million to grow Australia’s wine exports and showcase the nation’s wine tourism offering in key markets.

The program, known as the Export and Regional Wine Support Package, concluded on 30 June 2021. Components of the $50m Package included:

  • targeted marketing campaigns in China and the USA
  • capability development programs; and
  • wine export and international wine tourism grants.

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$50m Package Enduring Benefits


Enduring benefits 

  • Australian Wine Made Our Way, a bold brand platform for the Australian grape and wine community that underpins our marketing activities
  • Australian Wine Connect  a dynamic, interactive, virtual platform that connects winemakers, buyers, importers, distributors, media and educators from across the globe to create a virtual marketplace through which business can be conducted, and by hosting virtual showcases and tastings through which Australian wine can be explored
  • Australian Wine Discovered, free information, tools and resources to discover and share Australian wine - 27 modules, many of which have been translated into Simplified Chinese, Japanese and Korean  ​​
  • Tourism and Export Capability Programs to help wine businesses grow exports and attract tourists to their regions. 1255 producers in regions and online have attended the courses and accessed the toolkit. Programs moving to an online format in 2021
  • Market Explorer which facilitates in depth analysis of market trends to inform strategic decision making by Australian grape and wine 
  • for global consumers seeking the latest information about Australian wine


In-market promotion activities (at trade shows, consumer events, retail promotions and similar events) have been effective in enabling Australian wine businesses to connect with distributors and influencers in market, enabling the development of relationships and the ability to strike export agreements that have contributed to an increase in export sales. 


Marketing activities delivered through social media and influencer campaigns also created value for export sales and international wine tourism through broader media exposure, measured through earned value of media (EVM) metrics. 


Activities included:

  • participation at 2018 Vinexpo Hong Kong, the biggest wine expo in the Asia Pacific, with Australia ‘Country of Honour’ status  
  • our $8 million Far From Ordinary campaign in the USA in 2019 with a trade roadshow across six cities, an immersive consumer event, and immersive education events for trade, media and consumers, and a social campaign that reached over 13.7 million consumers and trade 
  • the staging of multiple China Roadshows and China Awards, and participation in campaigns such as the Hong Kong Wine & Dine FestivalProWine China, the China Food and Drinks Fair and Hotel Showcase in Chengdu, and the CIIE standalone masterclasses, tastings and education events in addition to those staged at events 
  • online promotions with and Vivino plus wholesale and retail activations with many US national chains  retail promotions in Hong Kong and Greater China 
  • investment in the  Tourism Australia Dundee campaign at the US Super Bowl, with video content viewed by a television audience of more than 103 million television viewers and a social media audience of over 102 million 
  • media partnership with Conde Nast, Bon Appetite and influencer, Brad Leone 
  • The Australian Wine Unmatched influencer campaigns delivery of 6 International Wine Tourism State grants and 20 International Wine Tourism competitive grants to regions with projects including market research and strategy development, visiting friends and relatives (VFR) initiatives, virtual reality creation, website development and translation, the establishment of wine trails and planning tools, and the development of marketing collateral and assets; and 
  • delivery of Wine Export Grants to 135 Australian wine producers to fund their own promotional activities in 2018-19, and a second round that’s currently available with expanded criteria to diversify into new markets.



Australian Wine Connect
CONNECT is a dynamic, always-on, virtual showcase bringing the global wine community together.
Australian Wine Made Our Way
Celebrating the authenticity, creativity and diversity of premium Australian wine with a national brand platform
Australian Wine Discovered
Online access to an Australian wine education program with detailed wine guides, 20+ modules, editable presentations and more
Consumer website
Featuring 65 premium wine regions with winemaker profiles, stories and insights into Australia’s most popular wine varieties.

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.