Grow sales: Marketing & promotion

Promote your wine and connect with customers

Building demand for wine looks different for every business. Your markets, customers, channels, products and business goals all influence the activities and approach that are right for you.

Access programs, resources and opportunities that can help you better understand customers, build capability, connect with trade and consumer audiences, and promote your wines in domestic and international markets.

Understand your customers and markets

Better decisions start with better information.

Access insights and market intelligence to help understand customer behaviour, market conditions and emerging opportunities.

Resources include:

• market and consumer insights
• export market information
• Market Bulletins
• interactive dashboards
• Ask an Analyst
• webinars and market briefings

These resources can support business planning, market evaluation and customer engagement activities. 

Get the latest market insights

Read Market Bulletins 

Ask an Analyst for support

Build your capability

Learning resources and practical tools can help businesses prepare for market opportunities, strengthen customer engagement and develop new capabilities.

Wine Tourism Ready

Wine Tourism Ready helps wine businesses strengthen tourism capability and enhance visitor experiences.

Australian Wine Discovered

Australian Wine Discovered provides educational resources that help wineries, exporters, trade partners and educators communicate the diversity and distinctiveness of Australian wine.

Resources can support:

• cellar door teams
• trade presentations
• retailer and hospitality education
• customer events and tastings
• export market activities
• website and social media content

Additional support may include:

• export readiness resources
• cultural awareness training
• market entry programs
• webinars and workshops

The following resources can support capability building in different business areas:

Get Wine Tourism Ready

Get export ready

Visit Australian Wine Discovered

Participate in market development activities

Build relationships, share your brand story and explore new market opportunities through Wine Australia's market development activities.

Opportunities may include:

• international trade shows and exhibitions
• roadshows and tastings
• retailer and hospitality promotions
• education programs and masterclasses
• inbound trade and media visits
• media engagement activities
• consumer activations

These activities provide opportunities to engage directly with buyers, importers, distributors, retailers, hospitality professionals, educators and media in domestic and international markets.

They also enable wine businesses to showcase their wines and share what makes them distinctive while contributing to the broader Australian wine story. By participating alongside other Australian producers, businesses can benefit from the collective reputation, credibility and reach of Australian wine while highlighting their own brand, region and offerings.

Participation opportunities vary throughout the year by market, audience and business readiness. Learn more at:

Upcoming events

Market development initiatives

Maintain a year-round presence with Australian Wine Connect

Australian Wine Connect helps export-ready wineries showcase their business and wines to international buyers, importers, distributors, retailers, educators and media.

As Wine Australia's always-on trade platform, Connect helps potential partners discover your winery, explore your portfolio and connect with you year-round. It complements trade shows, roadshows, tastings, education programs and other market development activities by extending your visibility beyond individual events.

A current profile helps international trade audiences understand:

• your wines, formats and portfolio
• regions, varieties and wine styles
• indicative price positioning
• current distribution
• target markets
• sustainability credentials
• your brand story and point of difference
• current business and contact information

Trade users can search wineries and wines by region, variety, price range, format, sustainability credentials and distribution status, helping potential partners identify businesses that meet their requirements.

Keeping your profile up to date helps maximise visibility, support ongoing trade engagement and ensure buyers can continue to discover and connect with your business before, during and after market development activities.

Visit Australian Wine Connect

Support domestic demand

Domestic campaigns can help increase the relevance, visibility and consideration of Australian wine among consumers.

We Make a Wine for That

We make a wine for that is a national consumer marketing campaign that encourages more Australians to choose Australian wine across a broader range of occasions.

By participating in the campaign, wine businesses can align with national marketing activity designed to keep Australian wine relevant to consumers and support domestic demand.

Opportunities include:

• promoting tastings, events and cellar door experiences
• connecting wines with occasions and experiences that resonate with consumers
• accessing campaign resources and promotional assets
• contributing events to campaign activity
• collaborating with regional, retail and hospitality partners
• leveraging consumer insights and campaign learnings to inform your own marketing activity

The campaign enables individual businesses to benefit from broader Australian wine promotion while maintaining their own brand identity, helping connect more consumers with Australian wine and the businesses behind it.

Visit the page to participate as a campaign activation partner, download assets and campaign messaging.

Learn more about We make a wine for that