Australian Wines Reclaim the Spotlight in China

Published on: January 13, 2025

What a difference a year makes. After years of uncertainty, Australian wines are back in the spotlight in China. When China lifted its anti-dumping and countervailing duties on Australian bottled wine in March 2024, it was a game-changing moment for the industry. After facing tariffs as high as 218.4%, Australian exporters finally had a clear path to return to one of their most important markets.

The results so far have been stunning.

In the 12 months to September 2024, Australian wine exports worldwide surged 34% in value, reaching AU$2.39 billion. Of that, exports to China reached 59 million litres valued at over AU$600 million.

As an indicator of the pent-up demand, within just one month of the tariff removal, Australia exported AU$86 million worth of wine to China. South Australia led the charge, contributing a remarkable $80 million of that total.

For the industry, this isn’t just a comeback. It’s a lifeline.

A New Era for Australian Wines in China

While the reopening of the Chinese market is a massive win, it comes with new challenges. China’s wine market has shifted. Per capita wine consumption in 2022 was just a third of its peak a decade ago, reflecting a smaller but evolving audience. Economic pressures have also dampened consumer sentiment.

Global competition is tougher too. France, Chile, and Italy have cemented their positions as leading wine suppliers to China, making it a crowded field for Australian brands.

But there’s plenty of room for optimism. Premium wines are driving growth, with Chinese consumers showing an increasing appetite for high-quality products. Over the past year, 927 Australian businesses exported wine to China, with the top exporters accounting for 68% of total export value. The demand for Australian wines is strong, especially for those positioned at the premium end of the market.

Charting the Course for 2025

With the Chinese market wide open again, now’s the time for Australian wine brands to act. Success in 2025 will depend on a few smart moves:

First, go big on premium wines. Chinese consumers are gravitating toward high-end products, and this is a prime moment to spotlight wines that stand out for their quality and craftsmanship.

Second, get the compliance details right. China’s regulations can be tricky, but staying ahead of them is non-negotiable. From mandatory GACC registration to proper labelling, getting the compliance side right will keep exports moving and avoid unnecessary delays.

And third, reconnect. While sentiment towards Australian wine remains strong, rekindling relationships with importers, buyers, and consumers is key. It’s about showing you’re tuned into their preferences and ready to deliver what they want.

This is where WPIC can step in to help. With decades of experience in the APAC region, we provide tailored solutions to navigate China’s evolving market. From regulatory support to e-commerce strategies and brand localisation, we can help Australian wine brands thrive.

The opportunity is here, and the market is ready. With the right approach, 2025 can be a vintage year for Australian wines.

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Australian Wines Reclaim the Spotlight in China

A New Era for Australian Wines in China

Charting the Course for 2025

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