China Roadshow 2024
The China Roadshow 2024 provides exporters with a platform to access key trade from across China, whilst building familiarisation with the current state of the market.
Taking place from 20 – 28 August 2024, your business can benefit from participating in this important commercial program by:
- leveraging a powerful national platform to connect your brand with influential Chinese importers, distributors, wholesalers and media
- showcasing your premium Australian wines, whether these be available in market or new-to-market, and generating genuine and valuable business leads
- telling your brand story, and showing how your product fits the opportunity
- familiarising yourself with the China market of today; identifying opportunities for your brand, understanding the consumer and getting feedback from trade
- cultivating a deeper understanding of China’s business landscape and culture, and
- extending your own marketing investment by aligning with a greater category-building program presented and supported by Wine Australia.
Program
The program of activity is currently being curated to drive long term export sales to China and includes:
- a free-pour tasting exhibition in each city, allowing brands to engage one-on-one with importers, distributors, wholesalers, on-off premise trade, key opinion leaders (KOLs), media
- educational master classes and seminars
- capability building including local market briefings with Austrade and other regional business experts
- a pre-departure ‘China-ready’ workshop, and
- additional activity being scoped.
Pricing and registration (closed)
Participation in the Roadshow is AUD $7,200 ex. GST per exhibitor
- This includes a full table in each city with up to 10 SKUs per table.
- Exhibitors must participate in all four cities.
- No shared tables, unless you have several brands under one company e.g. wine group, conglomerate.
- Maximum of one table per exhibitor.
- Exhibitors will be grouped by state or region, as indicated on your registration form.
Please note, a maximum of 50 exhibitors can be accommodated for this event, and all registrations meeting the participation criteria and terms and conditions will be entered into a lottery process to ensure equity of access. Wine Australia retains the right to ensure an appropriate balance of regions, varietals, styles are exhibited, having regard to the strategic objectives of the activity and the market concerned. Acceptance will be communicated by Wine Australia.
Registrations are now closed.
Additional costs
- A dedicated onsite translator can be recommended by Wine Australia, on request.
- Exhibitors are responsible for all travel, accommodation and incidental costs.
- Wine Australia will organise consolidation of wine samples in Australia and will arrange for shipment of wines to China and on to each city. Alternatively wines can be supplied for the events from within China. Exhibitors will be responsible for all international and domestic transportation costs, as well as shipping and customs clearance costs. Exhibitors will be invoiced for shipping costs upon completion of the China Roadshow.
Special conditions
In addition to those outlined in the terms and conditions of participation for this activity, the following participation conditions apply:
- All exhibitors are required to participate and showcase wines in all four cities.
- The Roadshow should demonstrate the diverse range of high quality wines from Australia.
- SKUs are limited to a maximum of 10 per table.
- Participation is limited to winery brand wines only (no private labels, bulk wines, export only label, etc.)
- Brands must demonstrate existing sales in the Australian domestic market.
- At least one wine from each brand to be showcased has received 90 points and above from reputable third-party endorsers, such as James Halliday or equivalent.
- Participation is open only to wine producers as well as agents, distributors or exporters working directly with the winery/ies, regardless of whether they have existing importers in China. Agents, distributors or exporters must have express permission to exclusively represent a wine, winery or brand of wine at the event.
- Participants must be able to demonstrate they are export-ready.
- Participation is at the discretion of Wine Australia.
Important: Regulatory requirements for participation
Exhibitors must be export ready – licensed with Wine Australia and products registered for export.
All participating wineries must have approved GACC registration, and the requisite number must appear on the label of all bottles sent to China for this event.
Participants must be able to provide the following for all SKUs being sent to to China for this event by 1 May 2024:
- Lot number
- Date of manufacture (bottling date)
- Product ID number
- Certificate of Analysis
- Certificate of Bottling
- Organic Goods Certificate (OGC) required only if exhibitor sending over 10L of organic wine, plus proof of Chinese certification required*
- Front and back label with Chinese translation
- GTIN in Chinese and English
Participants must grant Wine Australia associated exporter status in WALAS and link applicable products to us as an associated exporter.
The above documentation list is not exhaustive and logistics requirements are subject to change. Requirements will be confirmed with exhibitors once registration closes.
*Products may only be labelled as organic if they have been produced and processed in accordance with the requirements of the China organic standard GB/T 19630-2019 ‘Organic Products – Requirements for Production, Processing, Labelling and Management System’ and certified in accordance with the standard. Australian Certified Organic (ACO) and NASAA (NCO) have partnered with Chinese Certification Company COFCC to offer certification to the Chinese standards including access to a Chinese Inspector based in Australia.
Organic products that have not been issued a Chinese organic certificate can be imported as conventional products after they have been modified and comply with the relevant regulations and standards.