Market access initiatives

Impediments to market access include tariffs, certification, winemaking practices, wine composition and labelling. Wine Australia publishes the Export Market Guide to assist exporters navigate the various market access requirements in our major export markets.

Wine Australia works with Australian Grape & Wine to reduce international trade barriers to free trade of Australian wine in international markets. We monitor trade developments, negotiate arrangements to improve market access and streamline importing requirements, provide informed analysis and support to Australian Government officials, build relationships with regulators in key export markets and provide a response capability in the event of adverse developments. Activities include:

  • Promoting free trade and the removal of tariff and non-tariff barriers for wine. 
  • Ensuring international standards are set on the basis of sound science and not used as an impediment to trade. 
  • Maintaining the integrity of the current multilateral trade agreements under the auspices of the World Trade Organisation. 
  • Submissions on behalf of the wine industry to Free Trade Agreement negotiations.
  • Involvement in international forums including the OIV, FIVS, APEC and WWTG.

Wine Australia is involved in a number of market access initiatives:

EU-Australia Wine Agreement

The Agreement Between Australia and the European Community on Trade in Wine signed in Brussels on 1 December 2008 is a formal international agreement that regulates the trade in wine between Australia and the European Community. The Agreement came into force on 1 September 2010 and replaces the 1994 Wine Agreement.

There are significant advantages to Australian producers and exporters in this agreement because all Australian winemaking techniques are now accepted. There are much simpler requirements covering everything from labelling and blending rules to alcohol levels and the display of Australian awards. Australian wine producers now have to make fewer changes and concessions to sell their wine in the EU.

The Australian Grape and Wine Authority Act 2013 and Trade Marks Act 1995 have been amended so that Australia can meet its obligations. In addition, the Register of Protected Geographical Indications and Other Terms has been published and includes the full list of Europe's Geographical Indications and Traditional Expressions.

The Department of Agriculture, Fisheries and Forestry provide a Frequently Asked Questions brochure.

World Wine Trade Group Agreement on Oenological Practices

Through the World Wine Trade Group (WWTG), Australia is a party to the Agreement on Mutual Acceptance of Oenological Practices (MAA), a multilateral treaty involving Australia, New Zealand, Chile, Argentina, Georgia, Canada and the US. Under the terms of the MAA, wine made in accordance with Australia’s winemaking practices can be marketed in each signatory country whether or not those practices are legal in the importing country.  

World Wine Trade Group Labelling Agreement 

In January 2007, the members of the World Wine Trade Group signed an Agreement on Requirements for Labelling. The labelling agreement allows for the possibility of a single 'global' label through eliminating mandatory placement requirements and introducing a 'single field of vision' concept. This concept will be satisfied when four common mandatory items (alcohol content, product name, volume statement and country of origin) are placed on the same label.

An example of two permissible options under the agreement is provided in this attachment.

IP Protection in China

If you want to protect your trade mark in China in a cost-effective manner, you need to register it with the China Trademark Office (CTMO). See How to Protect Trade Marks in China.

The nature of the IP right, the type of offence, and relief sought will all impact on where an IP rights holder should seek assistance. See Enforcement of IP in China.


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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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