Australia Trade Tasting 2024

The Australia Trade Tasting in London is the largest tasting of Australian wine in Europe with more than 1,000 wines and 200 wineries. Attendees comprise a cross section of UK trade, as well as visiting trade from across Europe including Ireland, Germany, France, Poland, The Netherlands and the Nordics.

Following the London tasting on Tuesday, a smaller trade tasting is held in Edinburgh on Thursday with around 100 wineries and 200 trade guests. As part of the Edinburgh event, we’ll be running a consumer tasting evening for 150 wine enthusiasts.

There will be focus tables at the London tasting and master classes in Edinburgh. We will also be running a media briefing in London to report on the latest export and sales figures. 

The United Kingdom is a key market for Australian wine: more Australian wine is shipped to the UK than to any other market, and exports are steady. Australia is the number one country of origin in the UK off-trade market, with nearly twice the market share of its nearest rivals, France and Italy.

Through these tastings, we will help you - the producers and distributors - to place premium Australian wines on the retail shelves, online and in wine lists, and ensure that they are included in positive conversations across the media. The event is a platform for wineries both in market and those seeking distribution to meet retail buyers, independent specialists, the on-trade and sommeliers, and work on leads and generate listings.

Registration is open for UK based importers, distributors and agents as well as Australian wineries. Without travel restrictions and with the world open again after the pandemic, we look forward to welcoming Australian winemakers and winery principals back to the event. The presence of winemakers and principals really helps to tailor the stories told and drive home the authenticity message.

We recommend two members of staff per table, either from the winery or your distributor, to introduce the wines and talk to guests. For wineries seeking distribution, please ensure that someone from the winery can travel over to staff the table.

If your winery is seeking distribution in the UK but you are unable to attend the event, you have the opportunity to showcase two wines in the new-to-market focus room which gives buyers from importers and retailers the chance to taste your wines. The cost of participating is AUD $200 + GST.