China and USA marketing activities

Program 1 of the $50m Export and Regional Wine Support Package (the $50m Package) involves a $32.5 million investment in dedicated marketing campaigns in China and the USA – Australia’s two largest wine export markets by value.

The program is designed to deliver on the two objectives of the $50m Package – increased exports and increased wine-related tourism. A nine person expert Marketing Advisory Group has had a pivotal role in setting the multi-year strategy, which seeks to increase the perception of, and demand for, Australian wine and wine tourism amongst the wine trade and consumers through media, events and education campaigns.

A three-year strategy has been developed by Wine Australia, the Winemakers’ Federation of Australia and Australian Vignerons to guide the broader program of sector led wine export and tourism activities. Some early activities in China and the USA have already been held and future opportunities for winery participation will be communicated below and through the $50m Package news.

Activity in 2018

See $50m Package highlights for a list of upcoming activities in China and the USA.  

Introducing Australian Wine Made Our Way

A new campaign to drive international demand for Australian wine was unveiled at Vinexpo Hong Kong 2018, where Australia headlined the event as ‘Country of Honour’ with a huge contingent of 151 exhibitors, showcasing 225 wine brands from 51 wine regions.

Find out more about the Australian Wine Made Our Way campaign >

Australian Wine Discovered education program

The Australian Wine Discovered education program is a world-leading wine education program for trade and consumers, which captures the innovation and excitement of the premium Australian wine category. The more than 20 courses developed as part of the program are designed to enhance the perception of, and increase the demand for, Australian wine. The program is structured to deliver consistent premium Australian wine messaging through a toolbox of education materials and a library of education programs that support importers, retailers and educators.

Find out more about the education program >

Spotlight on wine regions in the new Australian Tourism Campaign 

In 2018–19, Wine Australia partnered with Tourism Australia on a $36 million marketing campaign in the USA aimed at boosting interest in Australia as a tourism destination. 

Find out more about this campaign >

Consumer and market insights

Wine Australia-funded market insights research provides knowledge and resources to promote more effective activities in established and emerging markets and an increased demand for Australian fine wine.

Here are some online resources to get you started:


Read more

Need more information about the Export and Regional Wine Support Package?

Take a look at the FAQs or email us.