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Wine Australia's market development role is to open opportunities for Australian wine in markets around the world. While we don’t sell wine, we work closely with industry partners – guided by the Joint Marketing Group and the Consumer Insights Advisory Group – to grow demand and the premium paid for Australian wine.
To make that happen, we invest in three key areas: insights (for wine businesses to make decisions and to inform Wine Australia priorities and resourcing choices), connections (opportunities for producers to build relationships that lead to commercial outcomes), and capability (trade and education and tailored market activations that build awareness, relevance, and preference for Australian wine).
Our global market strategy for 2025–26 balances a global message with localised tactics to meet regional opportunity, blending education, activation, storytelling, partnership and connection.
Global
Globally, we’re focusing on delivering a single narrative across coordinated international activations. Digital campaigns carry our national brand messages so that every market hears the same message, emphasising the quality, diversity and accessibility of Australian wine, underpinned with distinct adventurous by nature positioning that can align to innovation, place or people. Strategic, targeted partnerships also work to support Australian wine around the world.
Americas
In the Americas, Australian wine is well established in the market but there is opportunity to grow our share of drinking occasions. Our focus in the Americas is repositioning Australian wine through education – tastings, masterclasses, media partnerships and conversations with key trade. We want trade to have a greater appreciation of the diversity and quality of Australian wine and pass this story onto their customers.
UK and Europe
In the UK and Europe, there are opportunities to grow Australian wine’s market share in some and to defend our share in others. Our focus throughout the region is to leverage the heritage, sustainability and innovation of the sector and pairing this with events for trade, storytelling and consumer lifestyle. Amplifying the elements of our national brand that resonate in the UK and Europe to build visibility for Australian wine.
Asia-Pacific
Many markets within Asia-Pacific are emerging and our focus is to encourage consumers of another alcoholic drink to consider, and ultimately show preference for, wine. Leaning heavily into our Australian Wine Discovered education modules (translated to meet the needs of many established and emerging markets across the region), we’re taking the Australian wine brand and applying this in localised lifestyle activations and partnerships, that leverage occasions and the tourism markets. In established markets in Asia-Pacific – such as Japan, South Korea and mainland China – there are opportunities to grow or defend our share of drinking occasions and the tailored activations and events where we foster greater relationships with trade help support the Australian wine brand to cut through in these competitive markets.
Australia
In Australia, around 80 per cent of wine sold is Australian and need to defend our market share and re-engage those who are choosing alternative alcoholic beverages. The domestic wine campaign ‘We make a wine for that’ provides practical tools to engage customers through a shared voice for our regions and brands. The intent is to increase visibility, pride and retention among Australian wine customers.
More information can be found in the recordings from our Global Market Update 2025 presentations. Further detail about our targets over the next five years are available in Wine Australia’s Strategic Plan 2025–30.
Market focusing customer insights are shared through Wine Australia’s Market Bulletin and upcoming activation opportunities through our Global Marketing Opportunities Newsletter – sign up here.
