Wine Exporters China Re- Engagement Support Program

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

On the 30 March 2024, the South Australian Premier announced funding of $1.85 million over two years to support re-engagement with the China market.

Program will run to June 2026.

Delivered by the South Australian Government (Department of State Development and Primary Industries and Regions South Australia – PIRSA), in partnership with the South Australian Wine Industry Association (SAWIA).

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.

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

Dates for the 2025 workshops will be confirmed later in 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.

Appointment of a new Shanghai-based dedicated Wine Export Advisor with in-depth knowledge and connections within China’s wine sector, 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 will provide 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

For schedule see following Activity Calendar

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.

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 immersions will also 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

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, 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.

Campaign commences: May 2024

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.

Activity Calendar

	Jan-Mar 2024	Apr-Jun 2024	Jul-Sep 2024	Oct-Dec 2024
Exporter capability building and Export advisory	China Market Readiness Workshops across regions - Jan & Feb	Ongoing TradeStart Export Advisor advocacy	New Shanghai-based Wine Export Advisor commences (approx.) Ongoing TradeStart Export Advisor advocacy	Ongoing TradeStart and Wine Export Advisor advocacy
Two-way market activation and immersion	Ministerial Wine Trade Mission to Guangzhou and China Food and Drinks Fair, Chengdu (13-17 March)	VinExpo Hong Kong, Ministerial attendance & welcome reception, Shenzhen Wine Trade Day (27-31 May)	Supporting SA exporters to attend Wine Australia Roadshow and bespoke SA masterclasses in Shanghai and Guangzhou Expressions of interest open for Inbound Buyer Immersion Visit to SA (December)	Trade Mission to China International Import Expo, Shanghai (Nov) ProWine Shanghai Masterclass (November) Inbound Buyer Immersion Visit SA (December)
Marketing campaigns		Marketing campaign commences - May Trade Media engagement in connection with VinExpo - Hong Kong - May	Social media promotion	Trade Media engagement in connection with China International Import Expo, Shanghai (Nov) Social media promotion
Technical cooperation		Details to come	Details to come	Details to come

*Initiatives may be subject to change during the program period.

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.

Contact us

For enquiries and information please contact wineexports@sa.gov.au