South Australia will be recognised as the ‘Guest Country of Honour’ at the 2025 Daejeon International Wine Expo (DIWE) in South Korea later this month, following the Minister for Trade and Investment’s trade mission in 2024.
More than 20 South Australian wine brands, including three without a current presence in the Korean market, will receive prominent exposure at a dedicated South Australian pavilion, with the opportunity to participate in official ceremonies and wine tasting competitions.
DIWE (24-26 October) is one of Korea’s largest wine events and attracts 100,000 attendees, exhibitors from 16 different countries, along with importers, distributors, retailers, media and wine enthusiasts.
As a guest country, South Australian wines will be further promoted in the Korean market and will have the opportunity to deepen relationships.
South Korea is currently South Australia’s 15th
largest wine export market, valued at $15.3 million, and has been identified by the South Australian Government as a priority diversification market. The South Australian Government recently announced the $3.9 million Global Wine Growth Program to provide increased support for South Australian wine exporters.
To support wineries to access new and emerging markets, the South Australian Government has established an international network of wine advocates – the South Australian Wine Ambassadors Club (SAWAC) – which includes 14 South Korean members.
Tony Love, renowned Australian wine journalist and patron of the SAWAC, will be the international guest wine judge at the 2025 Asia Wine Trophy, one of Asia’s most prestigious wine competitions, held from 19 to 22 October in conjunction with the Expo.
“It’s a great privilege to be able to showcase the very best of South Australian wines and tell our special story in such a prestigious international arena,” said Tony Love, SAWAC Patron and wine journalist. “We have already established close bonds with our South Australian Wine Ambassadors in South Korea, and across other Asian markets like Japan, Hong Kong, Vietnam, Thailand and Singapore, so it is imperative that we visit directly and emphasise the quality and relevance of our wines in their market.
“It is more than just a trade opportunity. Through our wine and food offerings, we can build an exciting picture of a vibrant South Australian way of life, which translates into an exciting attraction for tourists, business visitors, students and families.”
While in South Korea, Mr Love will hold several wine masterclasses in the South Australian Wine Lounge and will also be a guest speaker at the International Wine Conference, as part of the Daejeon International Wine Expo.
South Australian wine will also feature in the 2025 Korea Best Sommelier Contest as part of the Expo, with the winning sommelier to be awarded a trip to South Australia’s wine regions, sponsored by global wine company, Vinarchy.
