Australian wines a flying success at trade shows in North America and the Nordics

Wine Australia continues to elevate Australian wine on the global stage, achieving more success last week at trade shows in key North American and Nordic markets.

The roadshows - in Houston (USA), Vancouver (Canada), Stockholm (Sweden) and Copenhagen (Denmark) between 17-19 September 2024 - were a platform for Australian wineries to engage directly with trade contacts in each city including sommeliers, retail buyers, distributors, educators and media.

The events are a vital part of Wine Australia’s ongoing strategy to strengthen the presence of Australian wine in international markets.

The North American Roadshow was Wine Australia’s first in-person, hosted trade event in the United States of America (US) since 2019 and included an Ancient Lands, Modern Thinking trade seminar followed by walk-around tastings for industry professionals and well-attended consumer tastings.

Ranked the most attractive wine market in the world for at least eight years in a row by Wine Intelligence, the US was Australia’s second largest export market by volume and value for the year ended June 2024, according to Wine Australia’s export data.

Among the many Australian wineries represented at the Roadshow were Telluriun Wines (Victoria), Torbreck Vintners (South Australia’s Barossa Valley) and Frankland Estate (Western Australia).

Barossa Australia Chief Executive Scott Hazeldine said six Barossa producers - including Henschke, John Duval, Torbreck and Yalumba - featured at the Houston roadshow with a museum release tasting of wines currently available in the US market.

“The Houston Roadshow provided a great opportunity to add to our regional program, remain visible and engaged in this important market and to support and showcase some high-quality Barossa wines and brands who have a presence in Texas and the US,” he said.

Wine Australia also staged the Nordics Roadshow in Stockholm and Copenhagen in partnership with New Zealand Winegrowers. In the 12 months to June 2024, the Nordic markets of Denmark, Sweden, Finland and Norway represented about 30 million litres of Australian wine exports (approximately 5 per cent of total export volume).

Events connected Australian wineries and importers with the wine monopoly, buyers, distributors, HoReCa (on-premise trade, restaurants and sommeliers), media and educators.

A trade tasting, masterclasses and an evening consumer tasting was held in each city, giving local wine trade and consumers the opportunity to discover new wines, revisit the classics, meet the makers and catch up with importers.

Tastings in Stockholm and Copenhagen featured more than 400 wines and 29 grape varieties from 31 regions across Australia and New Zealand. 

Australian wineries featured in the Nordics Roadshow included House of Arras (Tasmania), Vanguardist Wines (McLaren Vale), Levantine Hill (Yarra Valley), Xavier Wine (Gippsland) and Nocturne (Margaret River), among many others.

Stephen Boyle, Head of Europe, Brown Family Wine Group, exhibited in both Nordic cities and commented on the great atmosphere and attendance at the tastings.

“I’ve had positive conversations with key trade including monopoly buyers and buyers at restaurant groups, and have significant leads to follow up on,” Mr Boyle said.

It was a similar story in Copenhagen where Desiree Danechi, Wine Coordinator at Meny Vin wine merchants, said it had been an “educational and inspiring day” tasting Australian and New Zealand wines, revisiting familiar names and meeting new producers.

“The masterclass was the best that I’ve been to, and it demonstrated the quality, diversity and authenticity of Australian wine,” Ms Danechi said.

Madeleine Stenwreth is a Swedish MW, wine consultant and educator who enjoyed the fascinating lineup of wines in the Stockholm masterclass and great selection at the trade tasting. 

“There’s so much happening in Australia right now, particularly with alternative varieties and new wave styles, which are exciting the sommeliers. The wines show place, identity and innovation without losing their history and origins,” Ms Stenwreth said.

Wine Australia General Manager, Marketing, Paul Turale said Australian wines were met with resouding enthusiasm at both Roadshows, with the potential for continued success and growth as part of an ongoing strategy of market diversification. 

“The positivity from trade and consumers in the Nordics and North America demonstrates the continued interest in Australian wine. Showcasing the quality and diversity of our wines remains paramount to ensure a strong, balanced distribution footprint, globally,” Mr Turale said.

Looking ahead to future Wine Australia events: 

• Australia and New Zealand trade tastings will be held in London, Edunburgh and Dublin in January/February 2025. For details go to: Australia and New Zealand Trade Tasting 2025 | Wine Australia
• The North America Roadshow will be held in Chicago, Montreal, Toronto and Washington D.C. in May 2025. For details go to: North America Roadshow | Wine Australia