In September 2024, we will begin with a week of activities focused on Houston and Vancouver. This will be followed in May 2025 with a larger program over 10 days targeting Washington D.C., Chicago, Toronto and Montreal.
Wine Australia is planning a series of trade and consumer activities across North America to support US and Canadian importers and agents of Australian wines, and Australian wineries exporting to North America currently. The plan was informed by extensive interviews with importer and agents in the US and Canada from December 2023 – February 2024, and we received some great input on the Wine Australia activities that are considered most valuable and effective.
Key activities in Houston will include both a trade and consumer walk around tasting on Tuesday 17 September. In Vancouver, there will be a walk around trade tasting on 19 September, in addition to an Australian wine promotion with Everything Wine. Wineries participating in that promotion will have additional opportunities to be featured in staff and consumer tastings.
We encourage importers, agents and wineries to use these Wine Australia activities as anchor events to plan around, and to book in winemaker dinners, staff trainings, agent / distributor trainings and more if any visiting winemakers or principals can attend in person. Winemaker / principal attendance is not a requirement to participate. Importers, agents and wineries interesting in participating in either or both cities can register through the links below.
Costs and criteria
Houston: $600 USD per half table (6 SKUS); $1,200 USD for full table (up to 12 SKUs)
Vancouver: $600 CAD per half table (6 SKUS); $1,200 CAD for full table (up to 12 SKUs)
Wine selection: In both cities, the focus is on premium wines that reflect a diverse, exciting picture of the Australian wine scene. Target RRPs should be $20+ USD / $25+ CAD.
Registration deadline: 10 May 2024
Payment due: 15 July 2024
Space is limited and we require a minimum of 10 full tables purchased for this activity to move forward. Final registration confirmations will be made by May 31, 2024. Current distribution in Texas and/or British Columbia is required for participation. This is not a new to market activity. Please confirm with your importer / agent before registering, as they (or your distributor in TX) will be responsible for delivering samples, and will need to represent your wines if a winemaker or winery principal will not be present.
Registration for these events opened on April 23 and will close on May 10, 2024. These events are being promoted to US and Canadian importers and agent, and Australian wineries exporting to North America, via the Wine Australia website and marketing newsletters.
May 2025 Roadshow
In the coming months, we will share more details and costs for the May Roadshow. It would be very helpful to get a read on potential participation as early as possible, so if you’re interested, please complete the Expression of Interest form.