Wine Australia has said its recent roadshows across mainland China and Japan has signalled to import trade partners that Australian wine is stronger than ever.
The roadshow saw more than 2000 trade, media and educators to experience Australian wines throughout September, to help build momentum in China, following the removal of tariffs in 2024 and deepen engagement in Japan.
The Australian Wine Roadshow in China saw more than 600 wines exhibited by 63 producers and over 100 across four major cities: Wuhan, Chongqing, Xiamen and Shenzhen between 16–26 September.
Paul Turale, General Manager, Market Development at Wine Australia said the enthusiasm in mainland China demonstrates the value of in-market engagement.
“As the number one export destination by value, mainland China is a vital market for Australian wine,” he said.
“This roadshow was about showcasing the innovation, authenticity and excellence that defines Australian wine, reconnecting with partners and customers, and strengthening trade relationships.”
“By showcasing the depth and breadth of what we offer, we’re signalling to our Chinese partners that Australian wine is stronger than ever – and the trade audience agrees. Attendees in each of the four cities confirmed that the presence of the Australian Wine Roadshow has improved perceptions of Australian wine, and a massive 85 per cent of trade attendees surveyed have indicated that they are likely to increase the number of Australian wines in their portfolio after attending.”
Strong export performance underscores the continued demand for Australian wine. In the 12 months to June 2025, exports to mainland China rose to $893.2m in value and 84.6 million litres in volume, contributing to a 13 per cent increase in total exports to $2.5bn. While Shiraz, Cabernet Sauvignon and Chardonnay remain key drivers, white wines and lighter styles are gaining momentum in global markets.
Michael Hatcher, Chief Winemaker and Head of Sales and Distribution at Bimbadgen said the Roadshow helped producers understand the evolution of trends in China.
“The highlight of this Roadshow is the amount of young people that are engaged. Chinese youth are really engaged and they’re not so much looking for traditional Australian red varieties, they’re very keen to talk about Chardonnay and Hunter Valley Semillon. They’re branching out and they’re really happy to increase their knowledge, which is fabulous for our future,” he said.
The decision by Wine Australia to engage across four different cities in 2025 was something that provided positive connections and opportunities for exhibitors, including James Hunt, Sales Director at Helen and Joey Estate.
“The highlight this year was very much the fact that it was Tier 2 city focussed, so we got an opportunity to see developing cities and see the change in consumer behaviour in those cities,” Hunt said.
In Japan, Wine Australia expanded its annual trade tasting into a four-city Australian Wine Roadshow, visiting Fukuoka, Nagoya, Osaka and Tokyo, engaging more than 400 trade and media with a variety of tastings and events.
Exhibitors, including Conor Van Der Reest from Moorilla, said the roadshow helped provide valuable insight into Japan’s wine market.
“The Japan Roadshow provided a great combination of cities. Together they were an excellent opportunity to gain local knowledge and insight into an incredibly diverse wine market. Seeing and experiencing the differences between each city has given me a much better understanding of how to approach wine business in Japan,” he said.
Turale added: “Relationships are key to the Japanese market. It takes consistency and presence, but the opportunity for Australian wine is significant. We are seeing growing interest not only in our classic styles, but also in alternative varieties and regional stories that resonate strongly with Japanese trade and consumers.
“These events show the strength and vibrancy of our industry. By showcasing the quality and diversity of Australian wine in mainland China and Japan, we are creating opportunities for our winemakers to share their unique stories, expand their partnerships and secure a stronger future in two of Asia’s most important markets.”
The Australian Wine Roadshows in China and Japan were supported by the Australian Trade and Investment Commission.