The depth and quality of Australian wines took centre stage at the highly successful 2024 China Roadshow trade mission led by Wine Australia.

The China Roadshow (20-28 August), supported by the Australian Trade and Investment Commission, brought together 50 exhibitors who presented more than 90 Australian wine brands to receptive and engaged audiences at masterclasses and tastings held in four key cities: Beijing, Shanghai, Chengdu and Guangzhou.

Held for the first time since 2019 and now in its eighth edition, the roadshow attracted more than 2,500 Chinese trade visitors including influential wine buyers, importers, distributors and media.

The business mission was designed to provide a platform for re-engagement and increase long-term export sales as Australia resumes its presence in the Chinese market following the lifting of duties by China in March this year.

Wine Australia General Manager, Marketing, Paul Turale said Australian wines were met with resounding enthusiasm at the Roadshow and this positive momentum suggests the potential for continued success and growth in China as part of a continued strategy of market diversification across the Asia region.

"We've welcomed nearly 2,500 friends, both new and old, to rediscover the diversity and quality of our wines and the friendly, free-spirited approach of our producers, reinforcing what has made Australian wine so well-loved in China for many years," Mr Turale said.

The roadshow's program of activities included a free-pour tasting exhibition in each city which allowed brands to engage one-on-one with importers, distributors, wholesalers, on-off premise trade, key opinion leaders and media.

It also featured well-attended master classes and seminars, capability building including local market briefings with Austrade and other regional business experts and a pre-departure 'China-ready' workshop, among other activities.

As Australian wine re-enters the China market, the sector will increase its engagement activities over the coming months to build sustained demand and sales.

A strong Australian wine presence at the China International Import Expo (5-10 November) and ProWine Shanghai (12-14 November) will be the next Wine Australia trade forays.