AUSTRALIA | More than 2,000 people have sampled the best of Australian wine throughout the influential mainland China market.
Wine Australia’s recent roadshows in mainland China and Japan attracted a turnout of more than 2,000 trade, media and educators to experience Australian wines throughout September.
The events aimed to strengthen Australian wine’s presence in these important Asian markets; building momentum in mainland China following the removal of tariffs in 2024, and deepening engagement in Japan to support long-term market diversification.
The Australian Wine Roadshow is the most comprehensive Australian wine tasting event in mainland China, showcasing more than 600 wines from 63 exhibitors and over 100 brands across four major cities: Wuhan, Chongqing, Xiamen and Shenzhen between 16–26 September.
Grand tastings and masterclasses introduced guests to the quality and diversity of Australian wine, from cool-climate Chardonnay and Riesling to bold Cabernet Sauvignon and Shiraz, sparkling wines, and adventurous alternative varieties. The program also featured the Australian Wine Discovered education platform, offering free bilingual resources to build knowledge among China’s wine trade.
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. This roadshow was about showcasing the innovation, authenticity and excellence that defines Australian wine, reconnecting with partners and customers, and strengthening trade relationships,” said Turale.
“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 percent of trade attendees surveyed have indicated that they are likely to increase the number of Australian wines in their portfolio after attending.”
The strength of demand is reflected in export figures. In the 12 months to June 2025, exports to mainland China grew to AUD 893.2 million in value and 84.6 million litres in volume, driving overall export growth of 13 percent to AUD 2.5 billion. White wines and lighter styles are gaining increasing traction, alongside the ongoing appeal of Shiraz, Cabernet Sauvignon and Chardonnay.
Michael Hatcher, Chief Winemaker and Head of Sales and Distribution at Bimbadgen felt that the Roadshow indicated these changing consumer trends were being driven by a new audience.
“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.
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