Australia’s wine trade has enjoyed a successful 2024 China Roadshow, led by Wine Australia and supported by the Australian Trade and Investment Commission.
The roadshow brought together 50 exhibitors showcasing over 90 Australian wine brands through tastings and masterclasses held in Beijing, Shanghai, Chengdu and Guangzhou.
With import tariffs now lifted the mission for the roadshow was to give Australian wine brands to opportunity to re-engage with the Chinese market and increase long-term export sales. This was the first time the roadshow has taken place since 2019, and it gave the participants the opportunity to engage with more than 2500 Chinese trade visitors including influential wine buyers, importers, distributors and media.
Those visitors responded to the roadshow and the wines on show with enthusiasm, with the positivity shown suggesting the potential for continued success and growth in China as part of an ongoing strategy of market diversification across the Asia region.
“We’ve welcomed nearly 2,500 friends, both new and old, to rediscover the diversity and quality of our wines and the friendly, free-spirited approach of our producers, reinforcing what has made Australian wine so well-loved in China for many years,” said Wine Australia General Manager, Marketing, Paul Turale.
Wine Australia said that as Australian wine re-enters the China market, the sector will increase its engagement activities over the coming months to build sustained demand and sales.
A strong Australian wine presence at the China International Import Expo (5-10 November) and ProWine Shanghai (12-14 November) will be the next Wine Australia trade forays.