WINE makers from Australia’s largest wine producing region, Western Australia’s Great Southern, are reporting renewed interest from Chinese buyers as exporters work to rebuild market share following the removal of punitive tariffs on Australian wine.
Plantagenet Wines owner and managing director Tom Wisdom, who also chairs the Great Southern Wine Producers Association, was among a delegation of about 20 WA producers who travelled to Shanghai, Guangzhou and Hong Kong late last year for a series of trade events ahead of Chinese New Year.
Plantagenet Wines owner and managing director Tom Wisdom. Image: Plantagenet Wines
Mr Wisdom said the timing was deliberate, with the colour red holding strong cultural significance during the New Year period — symbolising good fortune, prosperity and protection — making red wines from the Great Southern particularly attractive to Chinese consumers.
The mission was co‑sponsored by Wines of WA, the Wine Industry Partnership, the Great Southern Development Commission, the South West Development Commission and the Great Southern Wine Producers Association.
“It was a significant investment in growing the Western Australian wine brand and developing new business ahead of Chinese New Year,” Mr Wisdom said.
The delegation delivered sold‑out masterclasses and trade events in Shanghai, attracting importers and distributors from across China, boosted by the proximity of the ProWine Shanghai trade fair.
Prior to the events, Mr Wisdom visited importers in Guangzhou and Hong Kong, gaining what he described as a “clear snapshot” of the post‑tariff market.
He said the Chinese market had been “extremely tough” since 2020, when China imposed tariffs of more than 200% on Australian wine following diplomatic tensions over the origins of COVID‑19.
“The demand for Australian wine basically went from about $1.2 billion per annum down to about $10 million overnight,” he said.
With tariffs lifted about 18 months ago, Australian producers have been working to re‑establish supply chains. Mr Wisdom said demand surged in late 2024 ahead of the 2025 New Year period, but the market has since softened as Chinese distributors carry higher inventories into 2026.
Even so, he said the shape of the market is changing in ways that favour Western Australia.
Historically, Chinese consumers favoured robust, high‑alcohol reds from warmer Australian regions, often purchased as prestige gifts. Government policy changes have since curtailed the gifting and banquet market.
“What’s emerging now is a different market — one focused on quality wine propositions and consumers who want to understand wine, educate themselves and seek out high‑quality expressions,” Mr Wisdom said.
“That plays very nicely into the hands of Western Australia and even more so for the Great Southern, because our cool‑climate wines are delicate, aromatic and naturally balanced — the hallmarks of quality and ageability.”
Demand is growing not only for red wines but also for Great Southern whites, including Riesling and Chardonnay, and for lighter‑style reds such as Pinot Noir and cool‑climate Shiraz.
Mr Wisdom said China’s rapid expansion of e‑commerce during COVID lockdowns had permanently changed consumer expectations.
“In China, if you order wine online, the expectation is that it’s at your door in under an hour,” he said. “About 50% of all transactions are done via e‑commerce, which makes pricing very transparent. You need to work hard to tell a strong brand story rather than a commodity story.”
He said WA producers were well placed to differentiate themselves through scarcity, quality and regional identity.
Mr Wisdom also observed the rise of high‑quality fine‑wine bottle shops and a more gender‑balanced consumer base, with women increasingly represented among wine buyers and enthusiasts.
“At the moment, less than 3% of alcohol consumed in China is wine, but as people become more familiar with wine, the opportunities are big,” he said.
Mr Wisdom said the region was gaining recognition both domestically and internationally.
“The Great Southern is building a claim as a high‑quality discovery wine region,” he said. “We’ve got a lot to be proud of, and producers are delivering fantastic quality across a range of price points. It’s a very exciting time to be a Great Southern wine producer.”