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Government of South Australia - Department of State Development

    Global Wine Growth Program

    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.

    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

    Global Activity Calendar

    ACTIVITYDATEOVERVIEW
    UK Wine Buyers Immersion15-20 February 2026Bespoke immersions to wineries aligned with existing UK supplier networks to drive distribution, enhance brand knowledge and reinforce brand and regional connections.
    Suitable for existing 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.
    LCBO Tasting ProgramApril - May 2026In-store tastings and in-store displays to drive frequency and rate of sale across LCBO stores.
    Suitable for existing brands.
    China Wine Immersion28 April - 1 May 2026Three-day inbound wine immersion for leading Chinese wine importers and key opinion leaders.
    Suitable for existing and new to market brands.
    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.
    Guangzhou Trade Showcase29 May 2026Provides exporters with a platform to access key market insights and build relationships with the trade in Guangzhou, whilst building familiarisation with the current state of the market.
    Suitable for new and existing brands.
    LCBO Pop Up Shop ProgramJuly - August 20264-week major retail activation with the Liquor Control Board of Ontario (LCBO) featuring 16 South Australian SKUs across nine of the LCBO’s key flagship stores.
    Suitable for existing brands.
    USA Outbound Trade Mission28 July - 7 August 2026Weeklong immersive opportunity with direct access to 25+ top US buyers and sommeliers in California and opportunities to secure new retail and on-premise listings in Houston and Dallas.
    Suitable for existing brands.
    LCBO Flagship Program – CanadaJuly - August 2026South Australian wine promotion in nine selected LCBO flagship stores, supported by consumer tastings in store.
    Wine Australia Japan Roadshow6-16 September 2026South Australian wine masterclasses in Tokyo and Fukuoka, with DSD-led activity in Tokyo and Kyoto.
    Suitable for existing and new-to-market brands.
    BCLDB Tastings – CanadaSeptember - November 202675 in-store South Australian wine tastings across selected British Columbia Liquor Distribution Branch locations.
    China International Import Expo5-10 November 2026Major six-day international trade show connecting global brands with Chinese buyers and distributors.
    Best suited to brands already active in China.
    Total Wine and More PartnershipFebruary - Dec 2027Promotional programming across Total Wine & More stores to build awareness, trial and sales of South Australian wine.
    Institute of Masters of Wine Symposium 202715–18 Apr 2027Global wine industry symposium in Adelaide, with opportunities for South Australian brands to participate in key events including the Opening Night and Gala Dinner.
    IMW Buyer Inbound19–22 Apr 2027DSD will host 10 leading international buyers for a four-day South Australian regional immersion program.

    How to get involved

    Contact us

    Learn more about the Global Wine Growth Program

    Food and wine export team

    Email dsd.trade@sa.gov.au