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Government of South Australia - Department of State Development

    Global Wine Growth Program

    Adelaide hills web

    Supporting established South Australian wine exporters to priority and emerging markets

    South Australian wineries are benefiting from a new $3.9M Global Wine Growth Program, which launched in July 2025, to support South Australian wine exporters through targeted international trade activity.

    The program aligns to the Trade and Investment Strategy 2030, to increase the state’s exports based on competitive advantages, deliver bespoke outbound business missions and to collaborate with industry partnerships to drive commercial outcomes.

    View the Trade and Investment Strategy 2030

    Program objectives

    • Drive commercial outcomes for existing brands
    • Expand exporter access to new markets and channels
    • Defend market share and enhance category profile.

    Program timeline

    Running from July 2025 to June 2027.

    Priority markets for the Global Wine Growth Program

    Established markets

    Hong Kong

    Hong Kong

    With a sophisticated consumer base and a luxury wine market, South Australian wine producers will experience favourable trade conditions in-market.

    Japan

    Japan

    Japan’s wine market is being fuelled by premiumisation, a strong on-trade culture, and consumers’ growing preference for lighter styles such as sparkling and white wine. South Australian wine is positioned to capture this demand with fresh, diverse offerings and a reputation for quality that resonates with Japanese buyers.

    North America

    North America

    Significant wine export growth to North America presents strong potential with government ownership of distribution channels and a growing consumer interest in imported wines.

    Singapore

    Singapore

    With Singapore a hub for fine wine appreciation and regional trade within South East Asia, South Australian producers have a unique opportunity to showcase quality and build influence across Asia.

    United Kingdom

    A strong buyer of Australian wines, the Australia-UK Free Trade Agreement provides a framework for South Australia’s wine trade and exports.


    Developing markets

    China

    China

    Re-engagement with the China market presents significant opportunities to leverage South Australia’s wines on e-commerce platforms and to attract younger consumers.

    South Korea market

    South Korea

    South Korea’s wine market is expanding rapidly, driven by younger consumers embracing wine as part of a modern lifestyle and a sharp rise in demand for whites and sparkling styles. South Australian wine can meet this growth with its reputation for purity, food-friendly profiles, and strong appeal in Korea’s premium dining and retail channels.

    Emerging markets

    Vietnam

    Thailand and Vietnam

    Expanding middle-classes and a growing demand for premium beverages provides opportunities for South Australian wineries to establish a presence in-market.

    India

    India

    The Australia-India Economic Cooperation and Trade Agreement (AI-ECTA) aims to reduce trade barriers, facilitating greater access for South Australia’s wine producers to export to the region.

    Strategic Support Pillars

    Market Activations

    Market Activations

    Campaigns and market activations with a priority upon retail, e-Commerce and trade events to drive commercial outcomes for existing brands in market. Partnerships with key retail channels and importers to enhance market intensification and shopper frequency. Priority for established and developing wine markets.

    Trade fairs and expos

    Trade Fairs and Expos

    Government assistance for industry participation at international trade fairs and exhibition, through possible co-funding, co-design, branding, or in-market coordination, including support with trade connections, business-to-business matching and targeted side trade events.

    Trade Missions

    Trade Missions

    Strengthening export opportunities for wineries by connecting industry directly with international buyers, distributors, and influencers with the purpose to drive category and brand awareness, secure new trade relationships, and showcase South Australia's premium wine credentials on the global stage.

    Category profiling

    Category Profiling

    Initiatives and campaigns which profile South Australia’s premium and world-class wine and repositioning South Australia’s brand identity, increasing awareness, trial and expansion of South Australian wine. Activations may include: PR, wine media and key opinion leader engagement, social and digital promotions, consumer engagement.

    Education

    Education

    Wine education activities, including masterclasses and trade training, designed to build knowledge, appreciation and advocacy for South Australian wine in global markets. These initiatives target international trade, media, and hospitality professionals, equipping them with a deeper understanding of region, varieties, terroir, and quality credentials. Priority for developing and emerging wine markets.

    Munda Wines Case study

    Aboriginal businesses providing employment for indigenous people

    Indigenous-owned and operated businesses Wanna Mar tuna fishing and Munda Wines celebrate strong cultural connections to Aboriginal sea country and land and share that story locally and internationally.

    Pauly Vandenburgh, a proud Wirangu and Kokatha man started the businesses, and their growth has created opportunities for more Indigenous people to secure training and employment pathways in the seafood and wine industries.

    Read story

    FY26 Global Activity Calendar

    ACTIVITYDATEOVERVIEW
    Wine Australia Japan Roadshow1-10 September 2025Provides exporters with a platform to access key trade from across Japan, whilst building familiarisation with the current state of the market.
    Suitable for existing and new to market brands.
    Wine Australia China Roadshow15-24 September 2025Provides exporters with a platform to access key trade from across China, whilst building familiarisation with the current state of the market.
    Suitable for existing and new to market brands.
    Qatar Distribution Co Masterclass7 October 2025South Australian wine masterclass in Doha, Qatar in partnership with Qatar Distribution Company (QDC)– the only licensed retail distributor of alcohol in Qatar.
    Suitable for existing and new to market brands.
    Daejeon International Wine Expo24-26 October 2025South Australia will be the ‘Guest Country of Honour’ at DIWE- one of Korea’s premier wine events, drawing upwards of 100,000 attendees and exhibitors from 16 different countries.
    Suitable for existing and new to market brands.
    Wine Review and GS25 campaignOctober- November 2025GS25 is a leading Korean convenience store brand that started as the one and only independent brand in the country and has the most advanced online platform and the highest volume of wine sales - ‘Wine25’.
    Suitable for existing brands.
    China International Import Expo5-10 November 2025Six-day multi-sector trade show for imported products from all over the world to strengthen economic cooperation and trade and is the largest event on China’s international trade calendar.
    Suitable for existing brands.
    Rakuten Wine CampaignNovember-December 2025‘Tasting South Australia’ wine promotion on Japan’s largest and most trusted e-commerce platform, Rakuten.
    Suitable for existing brands.
    China Wine Immersion10-12 March 2026Three-day inbound wine immersion for leading Chinese wine importers and key opinion leaders.
    Suitable for existing and new to market brands.
    Chengdu Food and Drinks Fair26-28 March 2026The China Food and Drinks Fair (CFDF) is the barometer of the Chinese Food and Beverage sector and has been held since 1955. Today, the fair has become an expansive showcase of over 300,000 exhibits from 45 countries with nearly 6,600 exhibitors and more than 400,000 professional visitors.
    Suitable for existing brands.
    Sakura Women's Wine Awards- Grand TastingApril 2026The SAKURA Awards bring together women wine professionals who are actively shaping the industry are is recognised by producers both in Japan and abroad.
    Suitable for award winners.
    VinExpo Asia Trade Fair26-28 May 2026Positioned at the crossroads of Asia’s booming markets, Vinexpo connects 11,000 visitors and 950 exhibitors from 40 countries. The show is where markets converge, deals happen, and trends are set.
    Suitable for existing and new to market brands.
    South Australian Wine Ambassadors Club Outbound MissionPre- VinExpo May 2026Outbound immersive trade mission for select South Australian wine ambassador club members.
    Suitable for existing brands.
    China wine famil 1200 x 627

    How to get involved

    Contact us

    Learn more about the Global Wine Growth Program

    Marianne Duluk
    Manager, Food and Wine Exports, Trade

    Phone +61 421 543 437
    Email Marianne.Duluk@sa.gov.au