WCA Wine Marketing Program: Asian Markets

The 2021 program is now complete. To keep up to date with future WCA programs please subscribe e-news here and follow us on social media.  

Thank you to the 2021 program sponsors Hydra Consulting and Minter Ellison.

The aim of the program is to deliver marketing insights and the latest updates on growing Asian markets during 2020-21, leading up to the Summit. The program is designed to provide a unique online and face-to-face learning experience for attendees.

Why Attend

This is your opportunity to gain the updates, insights and knowledge from leading industry experts in the wine marketing space focused on Asian markets. By attending this event you will:

  • Gain insights into the latest trends – What do consumers want from Australian wine brands?
  • Walk away with key learnings you can immediately apply back to your role.
  • Attain confidence in your future marketing communications approach to this ever increasing market.
  • Build your network in the marketing space focused on Asian markets.
  • Be informed about current marketing strategies and techniques that are gaining traction.
  • Demystify current perceptions of promoting Australian wine brands in Asia.
  • Learn more about IP protection and the positive moves the Chinese government is making to protect IP.

Who Should Attend

For wine marketers, wineries, brand managers, winery owners and operators, export managers and other roles with a focus on Asia. The program is ideally structured for wine brand’s who are currently in market or wanting to enter these markets to grow their brand presence.



In the first module, WCA brought government and key wine industry groups together to provide ‘The State of the Market Update’ in China and surrounding Asian markets. In this module attendees heard from senior government officials and gained the latest insights into the state of the Chinese and Asian wine markets.

Speakers included, Andrew Gee, Minister Assisting the Minister for Trade and Investment, Tony Battaglene, CEO, Australian Grape & Wine, Andreas Clark, CEO, Wine Australia, Marni Cook, Chair, McLaren Vale Grape Wine & Tourism Association and Chair, Wine Communicators of Australia and Ben Smith, Partner Minter Ellison. 

All attendees received a full recording of the online modules on the WCA e-learning platform. 


Develop your wine brand and gain access to specific Asian market

In Module 2 we took a deeper dive into 5 Asian markets with the regions top Trade Commissioners.

  • Market demand insights
  • Opportunities in-market: Retail, on-premise, eCommerce and direct-to-consumer distribution
  • Market entry advice
  • COVID impacts
  • What to do next

Speakers included, Helen Oh – Trade and Investment Commissioner & Counsellor, Seoul, KOREA, Shannon Leahy – Trade Commissioner, Hanoi, VIETNAM, Karen Surmon – Trade Commissioner, Austrade, Bangkok, THAILAND, Brent Moore – Senior Trade Commissioner, Austrade, TAIWAN and Hannah Wade, Trade & Investment Commissioner, Austrade, Jakarta, INDONESIA

This module also included a panel of winemakers and wine exporters who shared their experience and where they see growth and opportunity across Asia.The panel discussion will be lead by: Ellie Vince – Chief Marketing Executive, Brown Brothers and Yan Ni – Brand Manager – Asia, Hither & Yon. 

All attendees received a full recording of the online modules on the WCA e-learning platform.

MODULE 3 – ONLINE – 24 MAY, 28 MAY & 3 JUNE 2021

This module consists of 3 online roundtables designed to be interactive sessions rather than presentations. 

As a program participant, you can attend 1, 2 or all 3 roundtables – you will receive an email invitation to attend the online sessions from the team at Smile Marketing. 

All attendees received a full recording of the online modules on the WCA e-learning platform.

MODULE 4 – SYDNEY (moved online due to COVID-19) – 24 JUNE 2021

Wine Marketing Program Summit

The full day program included key topics related to Asian markets including:

Insights and Trends in the Wine Marketing and Communication Space

  • Key Wine Trends in Asia
  • What attracts consumers to the wine category
  • Emerging trends in market

Creating Exceptional Connections with Consumers

  • Digital Marketing – Social media and Influencers
  • The Culture of Wine in Asian markets: considerations for wine brands
  • Effective Cross-Cultural Communication – Engaging with Consumers
  • What Consumers Demand from Australian Wine Communicators.
  • Case Study – Journey in Asia.
  • Achieving wine export growth in Asia
  • Protecting your IP
  • Panel Discussion – Achieving Wine Export Growth

Latest Trends – Shaping How We Communicate with Consumers

  • Ecommerce Landscape – Trends and Key Success Factors for Australian Wine Brands
  • Wine Tourism Trends and Success Factors Attracting Tourists When the Borders Open Up

Networking drinks from 4pm post-summit. 

All attendees received a full recording of the online modules on the WCA e-learning platform.