The SAWAC buyers represent wine markets in Hong Kong, Japan, South Korea, Vietnam and Thailand. Photo: Barossa Wines.
More than 100 South Australian winemakers are this week hosting a group of 65 international wine buyers through the South Australian Wine Ambassadors Club (SAWAC).
The visit is an opportunity to showcase some of the state’s best drops as the wine industry seeks to build on its recovery following the withdrawal of crippling tariffs by China last year.
The SAWAC was established in 2022 by the SA Government as part of its Wine Export Diversification Program to create an international network of advocates who share a passion for South Australian wine.
It is hoped that SAWAC ambassadors’ endorsements will contribute to raising the profile, reputation and awareness of the South Australian wine industry internationally, as well as drive sales through targeted trade and education initiatives.
Importers from Hong Kong, Japan, South Korea, Vietnam and Thailand are taking part in the intensive four-day program, which is running until 7 May, visiting the Adelaide Hills, Barossa, Clare Valley and McLaren Vale regions.
They will learn about what makes South Australia’s wine regions world renowned, and will visit famous venues including Seppeltsfield Barossa, Shaw + Smith, and Dandelion Vineyards’ Wonder Room.
Wine producers from other regions, including the Riverland, Langhorne Creek and the Limestone Coast, will have the opportunity to exhibit to the importers at an event at the National Wine Centre.
The SAWAC visit comes just weeks after SA Minister for Trade and Investment Joe Szakacs conducted a trade mission to China to further bolster the state’s food and wine industry. The visit also aimed to provide greater access to growing opportunities between China and South Australia following the removal of all trade restrictions and tariffs.
The state’s wine and seafood industries have re-established their presence in the Chinese market, exporting more than $850 million worth of goods in the year to February 2025.
The government says that, since the SAWAC program’s inauguration two and a half years ago, it has helped 75 additional brands break into six new markets, and has delivered $2.14 million in first export orders.
Minister Szakacs said the SAWAC program was aimed at ensuring the state’s wine reached new audiences and capitalised on new opportunities.
“While South Australia’s premium wine exports to China have skyrocketed in the last 12 months – a tremendous result – this government also recognises that diversification builds a stronger and more resilient industry,” he said.
“The South Australian Wine Ambassadors Club is an important diversification tool for our state’s wine industry, particularly as global tariffs have again reared their ugly head.
“This program plays a critical role in drawing attention to the quality of our state’s premium wine in emerging markets like Vietnam, Hong Kong, South Korea, India and Thailand.”
