The Shout sat down with a number of Australian wine producers from right across the country at Vinexpo Asia 2025, to discuss what they have learned about the Asia pacific market and what products Southeast Asian buyers are looking for this year.
Held in Singapore last week, the show was particularly important as it marks just over a year since the lifting of Chinese tariffs on Australian wine. However, several global challenges and uncertainties continue to affect the market, with the expo acting as a space for innovation and strategy moving forward.
Broadly represented at this year’s expo, there were more than 60 wineries under the Australia pavilion, showcasing over 400 wines from 30 of the country’s 65 wine regions. The Shout was in attendance, and these are some of the recurring insights we heard from wineries on the showroom floor.
Consumer interest is diverse
Australian wine in general generated a lot of interest at this year’s event. Handpicked Wines Chief Winemaker, Peter Dillion noticed a ‘mixed bag’ in terms of products, noting a particular focus on premium and organic products.
“There’s been plenty of conversation about that premium side, which I think is exciting for us to see. There’s interest at the entry levels as always, but increasingly conversations about that higher end, which is fantastic.
“On one hand, someone will be looking for something lighter and more elegant, and then the next person will be more interested in heavier grades.”
Winemaker and Chair of the Yarra Valley Wine Growers Association, Meg Brodtmann MW told The Shout that this relates to discretionary spending because of economic uncertainty.
“Australian wines aren’t cheap, generally, but I think people are spending a little bit more and drinking a little bit less, which suits us well at the premium end of the market.”
Brodtmann also noted that sparkling wine was grabbing buyers’ attention.
“Sparkling wine is not usually what is talked about in terms of Australia. But it seems to be a real consensus across the board, that sparkling is standing out this year”
Similarly, Margaret Harris, General Manager International for Taylors and Wakefield Wine added that interest in lighter, more refreshing style wines was also a standout.
“I think the Asian palette really enjoys traditional Aussie wines that are easy to drink. I think that’s why our wines do quite well in these markets. So, for us it’s all about making sure that you are tapping into the market for the lighter styles.”
Targeted decision making
Returning to Singapore for the first time since 2023, producers noticed that buyers this time around appeared to be purchasing with purpose.
Asia Export Manager at Chateau Tanunda, Crystal Xie said: “They [customers] know exactly which region is the best for which variety. They pick a variety then destination. They’re getting more education and better trained. They know exactly what they’re looking for.”
Export and marketing consultant for Wines of Western Australia, Liz Mencel agreed, adding that consumers are also curious to try new products.
“People are more targeted in terms of what they’re seeking. People for example know Margaret River, it has that reputation. But it also feels like people are more willing to go beyond the known regions and the known varietals and be a little bit more experimental,” she said.
“I just think there is a thirst for knowledge about wine in this region which is leading growth in terms of wine consumption with consumers. Particularly younger consumers, paired with the idea of ‘I don’t want to drink that my parents drank’.”
Education is key
Producers are working to educate the next generation of wine drinkers in the Asia pacific market on how, when and why to consume their products – a strategy which they believe is the key to success for Australian wine.
“Many people don’t necessarily know how and when to drink wine because it’s not an established part of Southeast Asian culture. So, we have to help create that culture, show them how to use it. It doesn’t have to be intimidating. We don’t have to analyse the wine; we just need to enjoy it,” said the Yarra Valley’s Brodtmann
Dillion said Handpicked Wines have worked to bridge the gap between connecting within market and creating opportunities for follow up.
“We have run extra tastings and masterclasses outside of the expo here in Singapore. I think it’s vital to succeed, because otherwise it’s all-meaningless words. You’ve got to have that connect between the accreditation, the discussion and what it means in translation to the product.”
Future is looking bright
Overall, producers agreed that Vinexpo 2025 was an excellent opportunity for Australian wineries to connect and share strategies for the sustained growth of international trade.
Taylors and Wakefield Wine’s Harris shared in the positive sentiment, which she says is the result of a clear vision and for a future in new markets.
“I think it’s just about making sure we’re tapping into the consumer mindset, putting the Asian consumer at the centre of our innovation. Not just making things that Australians would want but adapting our brand and our new product development for the Asian palate as well.”
Dillion agreed, adding that ongoing geopolitical and economic tensions, mean it’s essential for the industry to continue to reevaluate the future.
“Even those with great distribution, are having to reconnect, re-engage and rethink how it [the industry] all works. It’s been a moment of reset across the board, but I think the conversation here seems positive and it feels like there’s a lot of interest and goodwill in the room about those next steps.”