SME

By FedEx | First published: February 24, 2020    Updated: May 14, 2025

Sending wine overseas from Australia? With favorable trade agreements and rising consumer demand, the potential for Australian wine is growing across Asia. Check out our tips for export success.

• For years, China has been a stronghold market for Australian wine exporters, making it the largest export market globally. 
• But in the last decade, fluctuating tariff changes have encouraged winemakers to look beyond China, tapping into new Asian markets with growing consumer demand for Aussie wine.
• To sell wine successfully overseas, winemakers must understand shipping, import, and customs regulations in each destination – and ship wine safely under the right conditions.

Tasmanian Pinot Noir, Shiraz from the Hunter Valley, Chardonnay from Margaret River – how many Aussie wines have you tried?

Blessed with fertile land and an exceptional climate for winemaking, Australia produces wine enjoyed across the globe, and demand is soaring. An extraordinary 1.43 million tons of grapes were crushed in Australia in 2024, and the annual export value, as of March 2025, was AUD 2.64 billion, the highest since 2021.

China’s ever-shifting love affair with Australian wine

What – or where – is driving demand? One key market: China. For years, mainland China has been a top global destination for Australian wine. But export revenue opportunities to China have fluctuated in recent years, driven by the rise and fall of trade policies and tariffs.

A decade ago, amid strong Chinese demand for Australian wine, the phased removal of import tariffs under the 2015 China-Australia Free Trade Agreement opened the doors to steadily increasing export volumes to China. By 2019, tariffs on Australian wines were completely removed, giving Australian winemakers a major windfall and access to a zero-tariff market.

This golden period for Australian winemakers came to an abrupt halt in 2021. New Beijing-imposed tariffs led to a huge drop in sales to China. Stories of oversupply and bottles piled up in warehouses have all made headlines in recent years.

However, tariff deals between countries can change quickly. In March 2024, China removed high duties on Australian wine, and the industry has been in bounce-back mode ever since.

Australia’s growers eyeing other global markets

One lesson Australia’s winemakers have learned is that tariff uncertainty and geopolitical shifts can hurt their bottom line. Many producers are now focused on building buyer demand in other global markets, as well as tailoring their export strategies to local tastes.

In China, for example, import habits have evolved over time. A growing preference for premium wine means that while mainland China represents 39% of total Australian wine export value, it makes up only 15% of export volume. In other markets, new trends such as the growing popularity of organic and biodynamic wines and lesser-known varietals are influencing buyer behavior. Winemakers need to keep a constant eye on consumption trends to market their product to the right audiences.

Beyond China, what other markets present opportunities for Australian wineries? Hong Kong, the UK, and the US have long been front-runners for the export market, but headwinds in the global wine industry have led to a recent decline in demand.

Some Australian winemakers are diversifying away from traditional export markets, exploring opportunities closer to home. Within Asia Pacific, one trade relationship that has held firm is Trans-Tasman. Both Australia and New Zealand export large volumes of wine across the Tasman each year, and New Zealand is now the fourth largest consumption market for Australian wine.

Intra-Asia trade also continues to bear fruit. Recent trade agreements like the Regional Comprehensive Economic Partnership (RCEP) have created a common marketplace between 10 ASEAN nations, as well as Australia, China, Japan, New Zealand, and South Korea.

Within Asia Pacific, Australian wine can be shipped quickly and reliably thanks to its relative proximity to Northeast Asia and China. In the 12 months ending March 2025, seven of the top 10 global markets by export value were in Asia Pacific: mainland China, Hong Kong, Singapore, Thailand, Japan, Malaysia, and South Korea. Other emerging markets following closely behind include Taiwan, the Philippines, and Vietnam.

Transporting Australian wines around the world

Steady growth has led to a greater focus on the processing, transporting and technology that ensure smooth, seamless shipping of Australian wine. What steps do exporters need to take to sell their wines overseas?

Australian wine exports undergo a three-step approval process: license to export, product registration, and an export permit. Each step is granted by Wine Australia, and all licensed exporters pay a Wine Export Charge for their license.

Samples are analyzed during product registration to ensure compliance with the Australia New Zealand Food Standards Code. They need to be held for at least six months after shipment, as they may be selected for audit by offshore consignees.

A permit must be submitted for each shipment to obtain an Export Declaration Number and clear the Australian Customs and Border Protection Service. Even the containers are subject to inspection to ensure they are free from contaminants, and they are required to clear customs again before final transportation to their ultimate destination.

Investing in pre-molded wine bottle shippers and a clean outer container can help shipments clear customs quickly and arrive safely and securely at their final destination.

Wine is both delicate and perishable, susceptible to damage and spoilage if shipped or stored at the wrong temperature. Winemakers need their product to reach customers at its very best, so it’s important to follow all the guidance available for packing and shipping. You can also track shipments while en-route to make sure the delivery process is seamless.

Shipping Australian wine overseas: Tools and guidance

Managing each step properly is a complex process for first-time exporters or those new to the wine industry. That’s why we developed an end-to-end delivery program, the FedEx Wine Shipping Service, tailored specifically for the Australian market.

This suite of resources includes invoicing templates, and acts as a one-stop shop for accessing international shipping documentation and trade information. It’s a useful tool for wineries of all sizes looking to simplify international wine shipping.

Wine importers and exporters shipping to and from each market will need to follow different procedures and local shipping requirements. But with significant reductions in import duties under the Japan-Australia, Korea-Australia and Hong Kong-Australia trade agreements, access to Northeast Asia has become increasingly important. SMEs are capitalizing on these trade deals to take their business global.

With changing tariffs and weather events like floods and wildfires seriously impacting yields and harvests, Australian winemakers have had a tough run in recent years. But as the industry bounces back and wine producers explore opportunities in new markets, businesses can lean on our end-to-end delivery programs and services.

Teaming up with an expert logistics provider helps reduce risk and hassle. You’ll also get support with domestic pick-ups, international customs clearance, and more.

If you’re ready to start shipping, so are we. From the cellar door to your front door, check out our complete guide to shipping wine from Australia here.