Margaret River region wine producers take to Hong Kong’s Vinexpo Asia 2024 to talk up trade links

Margaret River wines have shared the stage at one of the world’s biggest industry trade fairs crucial to re-engaging with the Chinese market.

Some of the biggest names in the local industry attended Vinexpo Asia 2024 in Hong Kong last week as part of a trade program backed by State Government funding.

Program manager Liz Mencel told the Times the WA Wines to the World program now included a focus on China.

“Vinexpo Asia has been the most influential wine trade fair for wine and spirits professionals in the Asia-Pacific region,” Ms Mencel said.

“The three-day business-to-business trade event provided the opportunity for wine producers to showcase their brands to the most influential buyers, importers, distributors, producers, sommeliers and merchants from across the region and around the world.”

Ms Mencel said Margaret River producers benefited from increased visibility, and the chance to reconnect and forge new partnerships with potential buyers across Asia.

A Margaret River masterclass titled Margaret River: Chardonnay Lovers’ Paradise was hosted by Hong Kong-based wine educator and writer Corinne Mui, and Paul McArdle from Overstory in Wilyabrup.

Burch Family Wines/Howard Park sales director Richard Burch said there was “a noticeable buzz” around the Wine Australia stand.

“It was great to see so much interest in WA wine,” he said.

“Hong Kong in many ways is a gateway for South-East Asia and particularly China, and Vinexpo provided a great opportunity to check in with our customers in that part of the world.”

Lenton Brae’s Andrew Moore said the benefits to the Chinese trade were clear, but Vinexpo included reaching buyers from the United Arab Emirates, India, Thailand and South Korea.

St Johns Wine’s Sharon Bosveld reported genuine interest from importers and distributors who were impressed at the tastings offered from WA’s wine regions.

The experiences at Vinexpo would be followed by a program of trade activities including bringing delegations to WA and the Margaret River wine region.