Australian Wine Roadshow China 2024

Wine Australia plans to hold an Australian wine brand roadshow in four Chinese cities at the end of August.

August 20 Beijing

August 22 Shanghai

August 26 Chengdu

August 28 Guangzhou

Kohler, CEO of Wine Australia, said that China's wine market is very different from four years ago, with a significant connection between overall consumption and wine imports. "Our desire is to ensure that Chinese consumers have the opportunity to enjoy Australian wine again, and we believe that over time, Australian wine will once again become a favorite of many Chinese wine lovers." He predicts that Australian wine exports to China will not immediately return to 2020 levels, "Wineries will now prioritize relationships with Chinese importers, buyers and consumers, and look forward to returning to the market."

The 2024 China Roadshow provides exporters with a platform to engage with key trades across China while familiarizing themselves with current market conditions.

Not only will the 2024 China Roadshow showcase your best products and help traders understand what makes your brand unique, it will also provide you with an opportunity to familiarize yourself with the business environment in major first-tier cities, understand trends, observe consumer behavior and identify the best sales channels for your brand.

The two-week business delegation will visit four first-tier cities: Guangzhou, Shanghai, Chengdu and Beijing. The locations visited not only include the headquarters of major importers, retailers and old customers of Australian wine, but also provide exhibitors with an in-depth understanding of all parts of the country (from north to south, both inland and coastal) to gain a comprehensive understanding of China today.

With such an important trading partner opening its doors to us again, the 2024 China Roadshow is an opportunity for us to come together as an industry and do our best to reacquaint the Chinese trade with the welcoming faces, high-quality products and free-spirited attitudes that have made Australian wine so popular in China over the years

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