VINEXPO ASIA: AUSTRALIAN WINE IN THE SPOTLIGHT

Australian wine in the spotlight

Vinexpo Asia returned to Singapore for the first time since 2023, allowing Australian wineries to connect with the younger markets of Southeast Asia amidst global trade challenges,

From 27 to 29 May, exhibitors and international visitors gathered at Singapore’s Marina Bay Sands for Vinexpo Asia 2025. As the leading wine and spirit trade event in the Asia Pacific region, Vinexpo welcomed around 11,000 trade visitors from 70 countries along with approximately 1000 wine and spirit producers from 30 countries.

Over the three days, attendees explored a diverse global offer on the showroom floor while deepening their understanding of the southeast Asian market through more than 30 masterclasses, panels and tastings.

The expo got underway on the morning of Tuesday 28 May following a traditional lion dance and address from Vinexposium CEO Rodolphe Lameyse who noted the fast-paced evolution of the industry and its challenges, emphasising the value of shows like Vinexpo in facilitating growth in Asia.

“In Singapore, we stand out as the most exciting growth engine of the wine and spirit sectors. The young, fast-moving and fullof-promise businesses have demonstrated that we can adapt and grow quickly,” he said.

“That’s why Vinexposium and our Vinexpo events, we matter. It is not just where the market meets, it’s where the strategies are shaped.”

Interest in Australian wine remains high

Paul Turale, Marketing General Manager for Wine Australia, sat down with National Liquor News to discuss the show’s role in driving the success of Australian wines in emerging Southeast Asian markets and the impact of global uncertainties on producers.

Australian wine was broadly represented at this year’s expo with more than 60 wineries under the Australia pavilion, showcasing over 400 wines from 30 of the country’s 65 wine regions.

Turale’s overall assessment of Vinexpo 2025 was that with fewer crowds than anticipated, the focus for Australian producers was “quality over quantity” and delivering the key message of national diversity to potential buyers.

“Whether it’s because of economics or broader global trends –health, moderation, or wellness trends – alcohol generally is finding it more difficult to maintain growth.

“Where we have been strong historically is our diverse offering but also being a very engaging and accessible country – whether that be through style, through price point, or the suitability of products for a whole range of occasions,” said Turale.

Despite these challenges, Export and Marketing Consultant for Wines of Western Australia, Liz Mencel said she was pleased with the reception to Australian products and the level of consideration and engagement from buyers.

“There have been fewer people walking around, but the people that have come to the stand have stood and engaged for a long time. I think most people would agree, if you’ve set up a few good meetings and you’re prepared, then there is plenty of value in the business being done here.”

Handpicked Wines Chief Winemaker, Peter Dillion agreed also noting a sustained interest from buyers in the premium products that come from Australia.

“There’s been plenty of conversation about that premium side, which I think is exciting for us to see. There’s interest at the entry levels as always, but increasingly conversations about that higher end, which is fantastic.”

Winemaker and Chair of the Yarra Valley Wine Growers Association, Meg Brodtmann MW told National Liquor News that this relates to discretionary spending because of economic uncertainty.

“Australian wines aren’t cheap, generally, but I think people are spending a little bit more and drinking a little bit less, which suits us well.”

Global uncertainty impacts on wine producers

Despite the political challenges in recent years, Turale believes at this year’s expo, Chinese trade and consumers have continued to show their love for Australian wine.

The Wine Australia Export Report data released in March showed that in the 12 months since the tariffs were lifted in 2024, Australia exported 96 million litres of wine valued at $1.03bn to the Chinese market.

Asia Export Manager at Chateau Tanunda, Crystal Xie, told National Liquor News that despite the repaired relationship between the two markets, Chinese buyers are still feeling the effects of global trade tensions.

“The competition here is fierce. People are getting more cautious, because of the threat of USA tariffs and the trade war with China. For us it’s a challenge as European countries are adjusting their strategies to Asia,” she said.

“Chinese customers, like everyone, are really being careful about their spending. This year, people know the brands they want, they have a destination in mind and certain products.”

Turale agreed, adding this has emphasised the importance of market diversification into the emerging markets in the Asia pacific region. Exhibitors mentioned the growing opportunities for success in Thailand, Vietnam, Malaysia and Singapore.

“There’s a lot of uncertainty, whether it be from China or other parts of the world. It’s not just wine – it’s across all trade, and it’s impacting sentiment. I think we’re in a good place, but you never take anything for granted. We want to have Australian wine available to everyone, everywhere.”

To connect with these new markets, Brodtmann said education is essential.

“Many people don’t necessarily know how and when to drink wine because it’s not an established part of Southeast Asian culture. So, we have to help create that culture, show them how to use it. It doesn’t have to be intimidating. We don’t have to analyse the wine; we just need to enjoy it.”

Future prospects for Australian wine

Overall, Vinexpo 2025 was an excellent opportunity for Australian wineries to connect with emerging markets in southeast Asia, and share strategies for the sustained growth of international trade.

Above all concerns, Turale told National Liquor News that over the course of the expo, optimism for the future could be felt throughout the Wine Australia pavilion.

“There is a view among the exhibitors that the wines we’re making out of Australia are probably the best we’ve ever made. I think the styles continue to evolve to reflect market demand. And I think on that basis, the future is bright.”

Margaret Harris, General Manager International for Taylors Wines and Wakefield Wine, agreed with the positive sentiment coming from producers, which she says is the result of a clear vision and plan for the future in new markets.

“I think it’s just about making sure we’re tapping into the consumer mindset, putting the Asian consumer at the centre of our innovation. Not just making things that Australians would want but adapting our brand and our new product development for the Asian palate as well.”