10:05:11 AM | 10/8/2026
The Australian Wine Showcase Southeast Asia 2026 visited Ho Chi Minh City on 7 October, connecting Australian wine producers with trade partners across Southeast Asia, and giving trade professionals, industry experts and media in Vietnam an opportunity to discover the diversity of Australian wine firsthand.
Under the theme “Taste Beyond” the Showcase brought together more than 20 Australian wine producers and winemakers from across the country, highlighting the diversity of Australia’s wine regions, grape varieties and winemaking styles – from established classics to alternative varieties, emerging regions and contemporary styles.
Through tastings, educational sessions and direct engagement with producers, the program encouraged Vietnamese trade partners to look beyond familiar choices while discovering new opportunities for Australian wine in the Vietnamese market.
“Vietnam is a market with significant potential for Australian wine exporters, with growing interest in high-quality products and diverse culinary experiences. Through the Australian Wine Showcase Southeast Asia 2026, we hope to create more opportunities for Australian producers to meet directly with partners in Vietnam, gain a deeper understanding of market needs and build long-term commercial connections,” said Sarah Roberts, Regional Manager Asia Pacific at Wine Australia.
Bringing the Diversity of Australian Wine Closer to Vietnam
Australia is home to more than 65 wine regions, where differences in climate, soil, elevation and geography contribute to a wide range of wine styles. From wines shaped by cooler climates to those influenced by warmer growing conditions, each region brings its own characteristics to the grapes and wines it produces.
The diversity of Australian wine is also reflected in the industry’s approach to innovation and sustainability. Generations of winemaking experience are being combined with experimentation across new grape varieties, emerging wine-growing regions and contemporary styles. At the same time, Australian producers are progressively adopting solutions to reduce environmental impact across the production chain – from soil and vineyard management and more efficient use of energy and fuel, to lighter glass packaging, greater use of renewable energy and more efficient transportation.
This also creates opportunities for knowledge exchange between the Australian wine and Vietnamese beverage industries, as businesses increasingly look for ways to reduce greenhouse gas emissions, use resources more efficiently and transition towards more sustainable production models. Through direct engagement with Australian producers, Vietnamese industry partners can gain insights into practical approaches and solutions being adopted across Australian wine regions.
It is this combination of experience, innovation and a spirit of discovery that continues to shape a dynamic Australian wine industry – one where wine lovers can find both familiar favourites and something new to explore.
In Ho Chi Minh City, guests had the opportunity to taste a selection of wines from diverse Australian regions while meeting winemakers and brand representatives directly to learn more about the stories and ideas behind each bottle.
“Vietnam is one of the important markets for Australian wine in Southeast Asia, with Australian wine exports to Vietnam increasing by 15.8 per cent in value in the 12 months to June 2026. This highlights significant room for continued market development, particularly as demand for quality wine and diverse culinary experiences continues to evolve. In the years ahead, we look forward to strengthening the presence of Australian wine in Vietnam while creating more opportunities for Australian producers to connect with distributors and industry partners. The Showcase provides an important platform for us to bring producers closer to the market, exchange insights with local partners and uncover new opportunities for Australian wine in Vietnam,” said Ms Roberts.
Vietnam Emerges as a Market with Significant Potential for Australian Wine in Southeast Asia
The regional showcase comes as Southeast Asia continues to be an important market for Australian wine. According to Wine Australia, as at the year ending June 2026, Australian wine exports to Southeast Asia were valued at A$293.9 million, growing by an average of 7.2 per cent each year over the past five years. Vietnam is positioned among the key markets for Australian wine in Southeast Asia alongside Thailand and other major markets in the region. Wine Australia has also identified Vietnam as a market with opportunities for further category growth, particularly as wine consumption and the local wine culture continue to evolve.
Against this backdrop, the Australian Wine Showcase Southeast Asia 2026 in Vietnam not only provides an opportunity to highlight the diversity of Australian wine, but also contributes to strengthening commercial connections between Australian producers and industry partners in Vietnam.
The Australian Wine Showcase Southeast Asia 2026 takes place across six cities in October: Bangkok, Thailand (5 October 2026); Ho Chi Minh City, Vietnam (7 October 2026); Hanoi, Vietnam (9 October 2026); Manila, Philippines (12 October 2026); Kuala Lumpur, Malaysia (14 October 2026); Jakarta, Indonesia (16 October 2026).
The 2026 program builds on the success of the 2024 Showcase, which welcomed almost 800 trade visitors across four Southeast Asian markets. With each market bringing its own wine culture, commercial landscape and growth opportunities, the six-city Showcase provides a platform for Australian producers to build connections with partners across the region while giving industry professionals a broader perspective on an Australian wine industry that is diverse, evolving and always offering something new to discover.
To learn more about the Australian Wine Showcase Southeast Asia 2026, please visit Australian Wine Showcase: Taste Beyond | Australian Wine
T.H (Vietnam Business Forum)
