Wine Australia’s recent roadshows in mainland China and Japan drew more than 2,000 members of the trade, media and education sectors to explore Australian wines throughout September.
The events aimed to build momentum in mainland China following the removal of tariffs in 2024 and to strengthen engagement in Japan as part of Wine Australia’s long-term market diversification strategy.
In mainland China, the Australian Wine Roadshow featured more than 600 wines from 63 exhibitors and over 100 brands across Wuhan, Chongqing, Xiamen and Shenzhen. Grand tastings, masterclasses and the Australian Wine Discovered education platform showcased Australian wine styles and provided bilingual training for China’s wine trade.
“As the number one export destination by value, mainland China is a vital market for Australian wine. This roadshow was about showcasing the innovation, authenticity and excellence that defines Australian wine, reconnecting with partners and customers, and strengthening trade relationships,” said general manager, market development at Wine Australia, Paul Turale.
Exports to mainland China in the 12 months to June 2025 rose to $893.2 million in value and 84.6 million litres in volume, driving total export growth of 13 per cent to $2.5 billion. White wines and lighter styles are attracting growing interest alongside traditional favourites such as Shiraz, Cabernet Sauvignon and Chardonnay.
In Japan, the annual trade tasting was expanded into a four-city Australian Wine Roadshow across Fukuoka, Nagoya, Osaka and Tokyo. More than 400 trade and media attended tastings, masterclasses and trade dinners hosted by participating wineries and sommeliers.
“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,” said Turale.
The roadshows also supported Wine Australia’s upcoming Discover Australian Wine 3.0 campaign, which will continue to promote collaboration with restaurants, retailers and online partners.
Supported by the Australian Trade and Investment Commission, the roadshows reinforced the appeal and diversity of Australian wine in two key Asian markets.
AloJapan.com