Wine Exporters China Re- Engagement Support Program
Strategic pillars of support
To equip South Australian exporters to re-enter the Chinese market the program will provide the following strategic pillars of support:
- Exporter capability building
- Export advisory
- Two-way market activation and immersion
- Marketing campaigns
- Technical cooperation
Exporter capability building
The wine sector will have access to important insights into the current China wine market across economic outlook, consumer trends and preferences, e-commerce, cultural awareness, market access and legal considerations.
Capability building workshops have already been delivered across wine regions during 2024.
There will be further opportunities to engage with market experts over the duration of the program.
Connect with your local TradeStart Export Adviser to stay informed of opportunities.
Export advisory
Team of TradeStart Export Advisers based in South Australia available for export guidance, market research, business introductions, business matching, market entry assistance-compliance, market access, and legal considerations. TradeStart Export Advisers are available all year round.
A new Shanghai-based dedicated Wine Export Advisor with in-depth knowledge and connections within China’s wine sector was employed in September 2024 to support market activation and immersion programs, along with trade and industry connections.
A new Shanghai-based dedicated Wine Export Advisor with in-depth knowledge and connections within China’s wine sector was employed in September 2024 to support market activation and immersion programs, along with trade and industry connections.
Two-way market activation and immersion
To accelerate re-engagement with the China market and to drive connections with key industry, the program provides support to the South Australian wine sector through coordinated trade missions to key industry events in China, including:
- China Food and Drinks Fair – Chengdu
- VinExpo Asia – Hong Kong
- China International Import Expo – Shanghai
Trade mission programs include:
- Coordination of trade show exhibitions
- Curated business matching programs
- Wine showcases and masterclasses
- Industry meetings and site visits
- Market intelligence and insight sessions.
Inbound trade immersions will continue to be coordinated with the South Australian wine sector for leading Chinese wine importers and key trade to visit South Australia’s wine regions and meet with local producers.
Marketing campaigns
A multi-channel campaign to profile South Australia’s premium and world-class wine is repositioning South Australia’s brand identity, increasing awareness, trial and expansion of South Australian wine.
Campaign overview:
- Social media: drive trade and consumer awareness through WeChat, Little Red Book and Weibo platforms – ongoing social media throughout the program.
- Trade media program: enhance wine media and Key Opinion Leader engagement and events to amplify in-market activations.
- Consumer engagement: bespoke retail and on-premise activations which will be amplified via Little Red Book and onsite branding to enhance credibility.
Technical cooperation
Fostering the mutually beneficial exchange and collaboration to cultivate practical benefits, trust, and goodwill across both markets.
China and South Australia share a long history of technical, scientific and research exchange in the wine sector.
Led by the Department of State Development and Primary Industries and Regions South Australia (PIRSA), activities will be pursued to deepen this collaboration across areas of technical, scientific and research exchange to deliver practical benefits to industries in both markets, and build trust and goodwill.
How to get involved
- Sign-up for the latest news. Information will be available on this webpage as opportunities come online. Wine exporters are encouraged to register for updates on the package and planned activities.
- Register your interest in trade missions and events via an expressions of interest when they are communicated to you. Connect with your local TradeStart Export Adviser for more information.
- Stay in touch with your regional association and the South Australian Wine Industry Association for updates.