Southeast Asia raises a toast to Australian wines

In October 2024, Austrade and Wine Australia hosted a series of wine tastings across Southeast Asia. The Australian Wine Showcase visited 5 cities – Jakarta, Manila, Bangkok, Ho Chi Minh City and Hanoi – underscoring the growing importance of these markets for Australia’s wine industry.

The roadshow included over 40 brands from 25 distinct wine regions across Australia, with more than 100 wines presented at each event.

From bold shiraz and cabernet sauvignons to refined rieslings and chardonnays, attendees sampled a wide array of varietals that reflect Australia’s diverse terroirs. Each tasting allowed visitors to explore the richness of Australian wines, which continue to gain traction from Southeast Asian consumers for their quality and unique regional characteristics.

According to Wine Australia, Australia exported A$225.3 million worth of wine to Southeast Asia in the 12 months to June 2024.

Table 1: Wine exports by value to 4 Southeast Asian markets

Source: Wine Australia, Export Report, 12 months to June 2024

A taste of Australia’s wine heritage

An integral part of the events was the masterclass sessions held in each city, where attendees immersed themselves in the evolution of Australia’s wine heritage. These sessions were hosted by Mark Davidson, Wine Australia’s Head of Education Development and author of The Wines of Australia (2023).

Through guided tastings, participants explored the dynamic blend of tradition and innovation in Australian wines, experiencing both classic and contemporary styles that highlight the diverse influences shaping the industry today.

‘The recent masterclass on Australian wine was both fun and interactive, offering a refreshing way to explore the diverse wine regions of Australia,’ says Wicien Widjaja, The Sommelier's Wine and Spirit Club Indonesia. ‘I appreciate the effort to showcase new brands brought in by importers, as it adds excitement to the tasting experience. Overall, the event was an excellent opportunity to engage with the rich tapestry of Australian winemaking.’

Participants at a wine tasting masterclass in Ho Chi Minh City.

A warm welcome from Southeast Asia’s wine industry

Nearly 800 local industry professionals attended the events across the 5 cities, including importers, distributors and key players in the food service sector. This signals strong interest in building connections with Australian wine producers. With Southeast Asia a growing market, the masterclasses and tastings fostered meaningful dialogue on market trends, distribution and consumer preferences.

‘The showcase in Hanoi allows importers like us to easily explore a variety of products and connect with new exporters, saving us both time and money,’ says Bui Viet Phong, Owner of King Ha Food. ‘Previously, we had to travel to Australia or attend international trade shows.

‘In Vietnam, Australian produce stands out for its delicious taste and high quality, and close proximity between the 2 countries adds to Australia’s competitive advantage.’

A platform for Australian winemakers

For Australian wineries, this series provided an invaluable platform to engage with Southeast Asia’s emerging market, where consumer interest in premium and diverse wine offerings continues to rise. The partnership between Wine Australia and Austrade ensured the showcase was a success, enhancing brand awareness and fostering relationships across the region.

Paul Turale, Wine Australia General Manager, Marketing, says it was exciting to visit these growing markets with a strong contingent of Australian wineries to showcase the latest in Australian wine.

‘Working closely with Austrade as a key delivery partner, we were able to demonstrate the depth and quality of Australian wines,’ says Turale. ‘We provided a snapshot of the diverse range of styles being produced in Australia to engaged and qualified customers; from well-loved classic varietals that Australia is known for, to innovative and emerging varietals and styles that are shaping the look, feel and taste of modern Australia.

‘We expect to see quantifiable outcomes materialise over coming months and years, and we look forward to visiting these markets again soon.’

These trade tastings not only strengthened Australia’s position in Southeast Asia’s wine market but also underscored the increasing regional appeal of Australian wines, setting the stage for future growth.

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