Wine exporter re-engagement with China

Credit: National Wine Centre of Australia

The program supports the South Australian wine industry to re-engage with the China market following the Chinese Government’s decision to lift tariffs imposed on Australian wine.

Delivered by the South Australian Government (Department for Trade and Investment and Primary Industries and Regions South Australia – PIRSA), in partnership with the South Australian Wine Industry Association (SAWIA), the program of activities ensures the South Australian wine industry is equipped to re-enter the Chinese market.

Market conditions, entry into the Chinese market and consumer trends have changed during the last few years. 

The support package will provide the wine industry with exporter capability building, two-way market activation and immersion, promotional activities in China, technical cooperation, and a dedicated Shanghai-based wine export adviser to support South Australian wine exporters in China.

Program activities

Program activities and services continue to be developed
and will be delivered through to June 2026.

Exporter capability building

The wine industry 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.

First capability building workshops have already been delivered across wine regions during January and February 2024.

There will be further opportunities to engage with market experts over the duration of the program.

Two-way market activation and immersion

The South Australian Government will provide support to the South Australian wine industry through coordinated trade missions to key industry events in China, including China Food and Drinks Fair, VinExpo Asia, and the China International Import Expo.

Trade mission programs include: 

  • Coordination of trade show exhibitions
  • Curated business matching programs
  • Product showcases and masterclasses
  • Industry meetings and site visits
  • Market intelligence and insight sessions. 

The first trade mission to the China Food and Drinks Fair in Chengdu was delivered in March 2024. The Department is working with companies that attended to follow up on in-market discussions and collaborations. 

Inbound trade familiarisation visits will also be coordinated with the South Australian wine industry for leading Chinese wine importers and key trade that will visit South Australia’s wine regions and meet with local producers.

Technical cooperation

China and South Australia share a long history of technical, scientific and research exchange in the wine sector. 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.

Dedicated wine export advisor

To support the South Australian wine industry in-market, the Department for Trade and Investment will engage a Shanghai-based Wine Export Adviser with in-depth knowledge and connections within China’s wine sector, to support market activation and immersion programs.  

Promotional activities in China

Following a three-year absence of promoting South Australian wine to the Chinese market, a multi-channel campaign to profile South Australia’s premium and world-class wine will reposition South Australia’s brand identity, increasing awareness of South Australian wine.

The campaign will:

  • Build positive sentiment amongst both the trade and high-end consumers
  • Align with peak wine consumption periods.

Register for updates

The South Australian wine industry is encouraged to register details below for updates as program activities and services continue to be developed.  

Register for information updates