WA Wine Industry Targets Growing Chinese Market with Shanghai Showcase
A showcase of Western Australian wines is currently underway in Shanghai, aiming to capitalise on increasing demand for premium WA vintages in China.The WA Fine Wine Shanghai Showcase features 200 wines from 30 of the state’s leading wineries, representing regions including Margaret River, Great Southern, Swan Valley, Geographe, and Pemberton.
The event connects international importers, distributors, and hospitality representatives with WA wine producers, highlighting the diversity and provenance of the state’s boutique wine collection. This initiative comes as WA wine exports to China have experienced significant growth, increasing by 65 per cent in value and 39 per cent in volume for the year ending September 2025. This growth is attributed to a shift in Chinese consumer preference towards premium wines, notably white varieties.
The showcase follows WA’s participation in the recent China International Import Expo (CIIE), where a state display featured 24 businesses across various agrifood and export sectors.China remains WA’s largest agrifood, fisheries, and forestry export market, currently valued at $3.14 billion – representing 25 per cent of the state’s total exports in 2024-25.
The Cook Government is supporting the showcase as part of its commitment to diversifying WA’s economy and creating quality jobs and business opportunities.
Regional Growth Minister Stephen Dawson stated, “WA is home to exceptional producers and initiatives like the WA Fine Wine Shanghai Showcase help unlock new trade opportunities and drive economic growth.”
Great Southern Minister Reece Whitby added, “Events like this help put the region on the map, supporting local producers, creating jobs, and contributing to a more diverse regional economy.”
South West Minister Don Punch highlighted the strategic importance of adapting to market trends, stating, “The WA fine Wine Shanghai Showcase is a partnership that responds to the changing tastes of the China market, which sees a more elegant palate and a growing taste for white wine. The Cook Government is supporting initiatives like the showcase that pivot to changing trends and assists our wine industry to increase its share of the global market.”
