Australia’s wine exports to China : 2025 is a Great Year

Australia’s wine exports to China surged following a thaw in diplomatic ties, sparking optimism within the industry. *

However, that momentum is now showing signs of slowing, reflecting a wider global trend of declining wine consumption—particularly in China, the world’s second-largest wine market.

Despite this, China remains Australia’s most valuable wine export destination, even as consumer demand continues to soften.

🍷 How to Promote Australian Wine in China (2024–2025)

That amount is just short of the record A$1.15 billion exported in the year and follows a period of more than 3years during which trade restrictions were in place and Australia shipped negligible amounts of wine to China.

🌏 Current Context

• U.S. wine still faces import barriers in China due to ongoing tariffs and trade disputes.
• Australia’s reinstated access gives it a clear head start—but demand isn’t what it was in 2019.
• Gen Z and millennials in China are drinking less wine overall, but premiumization and storytelling are on the rise.

🔑 Opportunities & Strategy in China

✅ 1. Leverage “Australia = Quality & Natural” Perception

• Promote vineyards as clean, sustainable, and award-winning.
• Use messaging like:
  • “From the clean air of the Barossa Valley to your table.”
  • “Australia’s nature, in every glass.”

✅ 2. Target the Right Audience

• Focus on urban professionals (25–40) in Tier 1/2 cities.
• Build lifestyle relevance: wine as wellness, sophistication, and social sharing.
• Less about pairing with Western food—more about positioning with hotpot, BBQ, or gifting.

✅ 3. KOLs + Rednotes Seeding

• Partner with Rednotes influencers who talk about:
  • “Daily affordable luxuries”
  • “Self-care evenings”
  • “City picnic wine pairings”
• Focus on female lifestyle bloggers, not just sommeliers.

✅ 4. Douyin for Viral Tasting Experiences

• Wine-tasting challenges: blind tests, “try 3 Aussie reds under ¥200”
• Use Douyin Store + livestreams to demo and sell directly.
• Collaborate with lifestyle influencers for branded wine nights.

✅ 5. Ecommerce First: Focus on Premium SKUs

• Set up on Tmall Global, JD, and Douyin Store.
• Offer gift boxes for Lunar New Year, Qixi Festival, etc.
• Bundle with cheese/snack pairings or wine glass sets.

✅ 6. Offline Activation: Events & Bars

• Sponsor wine & art nights, fitness events, or fashion pop-ups.
• Collaborate with cafes and bistros for “Australian wine of the month.”
• Build face-to-face experience with tasting booths in shopping malls.