Victorian Wine Delegation Completes High-Impact China Trade Mission with Strong Market Response

The Victorian wine industry marked a successful return to the China market with two targeted trade engagement events held in Shenzhen and Shanghai on June 17 and 19, 2025. Organised and executed by Nimbility with support from the Victorian Government, the mission delivered strong outcomes across importer engagement, brand exposure, and commercial follow-up.

Shenzhen – June 17, 2025 | Epice & Park Hyatt

In Shenzhen, Nimbility facilitated a B2B matching session, inviting 15 handpicked importers and distributors, including seven who travelled from key out-of-region hubs: Guangzhou, Dongguan, Changsha, and Beijing, to meet with Victorian wine producers. Each importer was matched through a rigorous selection process with three wineries that fit their specific business requirements. Business discussion sessions then took place between importer and matched winery, each lasting approximately 20 minutes. The intention was to drive more meaningful business discussions compared to a regular trade tasting format.

All importers provided positive feedback on the quality of the wines and the opportunity to discover new expressions from Victoria. Several wineries reported follow-up discussions are now underway, with direct buyer contact and initial business discussions established during the event.

A walkaround tasting followed and attracted over 60 attendees, including importers, distributors, retailers, and HORECA professionals. A stand-up, high-table format encouraged dynamic exchanges between winery representatives and trade guests, creating a vibrant and engaging environment.

The program concluded with a sommelier dinner at Epice, attended by 12 sommeliers from top venues including the Ritz Carlton, St. Regis, Grand Hyatt, and Monopole Guangzhou. Wineries gave short introductions, and the informal setting allowed for in-depth conversations about wine styles and Asian food pairings.

Shanghai – June 19, 2025 | Fotografiska Shanghai

The same program format was repeated in Shanghai with another 15 qualified importers and distributors attending the B2B matching session — including guests from Beijing, Nanjing, and Suzhou. The event delivered immediate commercial outcomes, with some deals reportedly closed on site and numerous wineries entering active follow-up discussions.

Close to 80 trade professionals then attended the walkaround tasting, which drew a strong mix of importers, educators, retailers, distributors, and HORECA buyers. The low-table format at Fotografiska created a relaxed and welcoming setting that encouraged open dialogue and exploration.

Guests praised both the diversity and overall quality of Victorian wines on show, as well as the distinctive venue, which offered a fresh alternative to traditional trade tasting environments.

Industry Response

“This has been one of the most productive and successful Victorian government trips I’ve ever been on. And all thanks to Nimbility, their organisation and connections,” said Nikki Palun, owner and winemaker of Susuro Wines and a participant in the delegation.

“The team at Nimbility did an exceptional job in delivering the roadshow. We've had extremely positive feedback from participants in terms of the opportunities that have been created,” added Scott Burton, General Manager Export Program, Wine Victoria.

Across both cities, the mission achieved its goals of reintroducing Victorian wine to the China market, rebuilding relationships, and generating immediate and ongoing business interest. Nimbility’s curated format, targeted outreach, and strong local trade connections were instrumental in delivering a high-quality audience and meaningful engagement.