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Asian buyers raised a toast to Australia’s high-quality wine and spirits at 2 recent trade showcases in China and Hong Kong.
From established names to next-generation producers, the quality, diversity and unique flavour profiles that distinguish Australian wine and spirits were highlighted at Vinexpo in Hong Kong and the Australian Wine Roadshow China 2026.
Austrade partnered with Trade Diversification Network (TDN) members Wine Australia (as part of the Australian Grape and Wine consortium) and the Australian Distiller’s Association to support wineries and distilleries attending the 2 events.
Funding from the Accessing New Markets Initiative (ANMI) enabled Austrade to build on these 2 events by delivering additional activities, including business matching, buyer engagement, and targeted activations. The showcases and activities helped Australian producers to expand their reach into new markets and build long-term export partnerships.
‘In uncertain times, market diversification is paramount,’ says Paul Turale, General Manager, Market Development at Wine Australia. ‘It is crucial to continue promoting the quality and diversity of Australian wine to established audiences, while also seeking new market opportunities to support ongoing growth and resilience.’
Australian wine and spirits on show in Hong Kong
More than 120 Australian wineries and distilleries travelled to Hong Kong for Vinexpo Asia, one of the region’s leading trade events for the wine and spirits industry. This year, the event attracted over 14,000 trade professionals from 76 markets.
At the Australian Wine Pavilion, 60 wineries and regional producers showcased around 600 wines from established and emerging regions including Margaret River, Heathcote and Beechworth. Distillers also showed off their products at a dedicated Australian Spirits Pavilion.
A highlight was the Australian Wine and Spirits Grand Showcase, featuring 200-plus wines and more than 60 premium spirits in one of the largest Australian tastings held in Asia.
‘The Grand Showcase is a great example of Team Australia in action, with government and industry working together to present the outstanding quality and diversity of Australian regional wines and spirits to Asia,’ says Dominic Trindade, General Manager Greater China, Trade & Investment, Austrade.
Australian distillers showed off more than 60 premium spirits at a dedicated pavilion.
A showcase of uniquely Australian spirits
A key milestone was the first cross-state Australian spirits delegation to attend Be Spirits Hong Kong. Supported by ANMI and led by the Australian Distillers Association (ADA), the delegation brought together over 30 distilleries to showcase the unique origins, ingredients and craftsmanship behind Australian spirits.
From native botanicals and distinctive craft credentials to world-class Tasmanian single malts, the range reflected flavours found nowhere else in the world. The visit drew on strong collaboration with Global Victoria, the South Australian Department for State Development, Investment NSW, and support from Queensland and Tasmania.
The program extended beyond Hong Kong to Shanghai and Macau, where distillers engaged directly with trade and consumers, receiving strong recognition and appreciation for the premium quality and distinctiveness of Australian spirits.
An immersive food and wine experience in China
The following week saw the start of the Australian Wine Roadshow China 2026, a trade and consumer program visiting Beijing, Nanjing and Changsha.
Centred on the theme ‘Taste the Adventure’, the roadshow featured over 500 wines from 80+ brands across 40 regions. More than 1,200 trade and media attendees enjoyed tastings and masterclasses over the four-day event.
Collaborations with Tourism Australia and Meat & Livestock Australia also delivered immersive food and wine experiences that helped consumers and buyers connect Australian wine with Australian food, travel and contemporary culture.
The Australian Wine Roadshow China featured over 500 wines from more than 80 brands.
The focus of both Vinexpo and the Australian Wine Roadshow in China is on helping Australian wine to compete more effectively across a diverse and evolving region.
‘By understanding what markets are looking for, building the capability to respond to demand and creating direct pathways to trade, we’re seeing positive commercial outcomes and improved engagement with Australian wines in these key markets,’ says Sarah Roberts, Regional Manager, Asia Pacific at Wine Australia.
Learn more about wine trends, opportunities and regulations in Hong Kong, China and Taiwan.
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