Australian wine exporters are gaining stronger traction across the Asia Pacific region, with a series of high-impact trade, education and promotional initiatives helping to build visibility, deepen trade relationships and position Australian wine more competitively in key markets.
Across Japan, China, and Southeast Asia, targeted activations are translating into practical outcomes for exporters – from stronger trade advocacy to improved alignment with evolving consumer and trade demand.
Building in-market advocates who can sell the Australian wine story
Inbound visitation programs are helping build a stronger network of in-market advocates for Australian wine across Asia Pacific, supported by funding from the Australian Government Department of Agriculture, Fisheries and Forestry through the Grape and Wine Sector Long-term Viability Support Package.
Top-performing trade professionals from Japan and leading wine educators from Thailand, Vietnam, Indonesia and Taiwan recently travelled to Australia for immersive programs spanning regions including Hunter Valley, Clare Valley, Barossa Valley, Adelaide Hills and McLaren Vale.
By connecting influential buyers and educators directly with producers, regions and varieties, these programs strengthen their ability to confidently represent and recommend Australian wine in their home markets.
Kate Laurie from Deviation Road and Anton Groffen from Ashton Hills both participated in the Japan in-bound visitation.
“It was an excellent opportunity to share our story and vision with international guests here on site. You could tell the immersion in the local surroundings and the winery experience clearly elevated their understanding of Australian wine and our pursuit to create quality wines that tell the story of place and intent. The guests were engaged and engaging, making the experience feel like a truly reciprocal experience for them and myself.” Kate said.
