From Hong Kong to China – the record Australian wine showcase continues

The huge contingent of Australian wine exhibitors participating at Vinexpo Hong Kong has called a wrap on its most successful event and is headed to Shanghai, Shenyang, Jinan and Wuhan for the largest showcase of Australian wine travelling across China – the China Roadshow (4–11 June).

Senator the Hon Anne Ruston, Assistant Minister for Agriculture and Water Resources, said she was pleased the Australian Government had been able to back the wine sector at these events through the $50 million Export and Regional Wine Support Package (the $50m Package).

‘The prominence Australia has had over the last week as ‘Country of Honour’ at Vinexpo Hong Kong has been outstanding.

‘This is the biggest single event Wine Australia has co-ordinated overseas and our wine exhibitors and regions are expecting to get great business off the back of it’, she said.

Wine Australia Chief Executive Officer, Andreas Clark said the Australian wine sector had made a huge impact on trade and media attendees at the 20^th anniversary of Vinexpo Hong Kong with a record 151 exhibitors showcasing more than 225 Australian wine brands from 51 wine regions.

‘The timing of the Country of Honour role couldn’t have been better.

‘The packed three-day program of regional tastings and conferences, together with the unveiling of a new marketing campaign – ‘Australian Wine Made Our Way’ – has made a strong statement about what makes Australian wine unique and desirable.

‘And it’s great that so many of our Vinexpo exhibitors are taking advantage of the back-to-back events and making their way to Shenyang for the first leg of the four-city China Roadshow tour’, he said.

At the China Roadshow, 71 exhibitors are showcasing 119 brands to more than 3000 importers, distributors, wholesalers, sommeliers, buyers, media, influencers and VIP consumers.

Richard Burch from Howard Park Wines said ‘The back-to-back events are a great opportunity to showcase wines before potential buyers and advocates – particularly those who have had little exposure to the diversity of the Australian wine offering. It’s also a valuable opportunity to reconnect with all our Asian distributors and their customers.

‘Jinan, as the smallest of the Chinese cities, has a bigger population than Sydney, so the opportunity to develop new contacts, buyers and importers is fantastic’, he said.

Justin Taylor, Company Director & Export Manager of Wakefield Taylors Wines said ‘China is vital for the wine sector in the next decade and Australia has successfully used Vinexpo Hong Kong as a platform to showcase our strong wine offering.

‘It was fantastic to see so many Australian wineries travel to Hong Kong - we had a huge presence, the booths were busy with customers and there was a lot of interest in us’, he said.

Mr Taylor will continue on to exhibit at the China Roadshow.

The China Roadshow concludes in Shanghai on Monday 11 June.

More information about the Roadshow is available here.

Event images can be accessed via Dropbox.