Raise a glass to SA’s new wine export adviser in China

South Australian wineries now have dedicated support in the China market with the addition of a new, Senior Wine Export Adviser based in Shanghai, as part of the South Australian Government’s $1.85 million Wine Exporters China Re-Engagement Support Package, announced earlier this year.

Ms Emily Xu has worked with the wine industry in China for the past decade, most recently as the Greater China Market Manager for Villa Maria Estate. 

In her role as Senior Wine Export Adviser, she is providing on-the-ground market intelligence, market trends and access support to new-to-market and existing exporters, as well as fostering networks with key importers, distributors and industry stakeholders.

“South Australia has a long-standing tradition of producing world-class wines and I am eager to contribute to enhancing its presence in China,” said Ms Xu. “I am using my expertise to drive export growth, facilitate market access and to promote sustainability initiatives within the industry. By building relationships with local wine producers and industry associations, and by proactively organising wine trade shows, as well as leveraging key opinion leader endorsements and live-streaming activities, we aim to accelerate industry growth.

“Consumer recognition and acceptance of South Australian wines remains and now, there is a need for more marketing efforts to penetrate lower-tier cities, where initial opportunities exist.”

The Wine Exporters China Re-Engagement Support Package was launched in March following China’s decision to remove all trade barriers on Australian wine, as a result of stabilised relationships between Australia and China. The program is delivered by the Department of State Development and Primary Industries and Regions South Australia (PIRSA), in partnership with the South Australian Wine Industry Association (SAWIA).

The program, which will run to June 2026, is helping to re-position South Australia as a market leader in China and seeks to increase wine exports from the state which, prior to the start of tariffs, were valued at $946.5 million and accounted for 47.2 per cent of South Australia’s wine exports globally.

Since tariffs were lifted, South Australian wine exports to China have been valued at $371.1 million, up 9,374 per cent. 

China remains South Australia’s largest two-way trading partner, with merchandise exports valued at $4.23 billion to July 2024, up 48 per cent.

For further information on the Wine Exporters China Re-Engagement Support Package visit, https://export.sa.gov.au/wine-china