Asia Activations

WA-China Buyer Matching Program

Powered by Vino Joy News

ABOUT: This targeted initiative is designed to connect Western Australian wineries with suitable Chinese wine importers through expert profiling, strategic promotion, and direct facilitation - leveraging the trusted voice and reach of Vino Joy News.

Vino Joy News, founded in 2019 by wine journalist Natalie Wang, plays a vital role in connecting the global wine trade with the dynamic and evolving China wine market. Its annual “China’s Top 100 Wine Importers” report is a trusted source for identifying credible and influential import partners. By leveraging Vino Joy’s insights and market intelligence, we can ensure more targeted, informed matchmaking that supports long-term export success for WA producers.

This initiative will comprise three stages:

Stage 1 – Profiling:
A dedicated Vino Joy News journalist will conduct interviews with each participating winery to capture essential background information, including your Unique Value Proposition (UVP), brand story, wine portfolio, third-party endorsements, FOB pricing, and contact details. Wineries will be asked to provide relevant content, including images and videos, to support the creation of a comprehensive CHINESE-LANGUAGE WINERY PROFILE, optimised for WeChat.

Stage 2 – Promotion:
Vino Joy News will launch a targeted WeChat campaign to its audience of over 8,000 wine trade professionals across China. This will include a series of articles introducing Western Australian wine regions and spotlighting participating wineries, building awareness and positioning WA as a premium source of fine wine.

Stage 3 – Facilitation:
Vino Joy News will introduce each winery directly to selected Chinese importers via WeChat, providing support for initial communication and relationship-building. For wineries not yet active on WeChat, we will offer setup assistance and a basic orientation to ensure smooth engagement with potential buyers.

OBJECTIVES:

  • Connect Western Australian wineries with credible and interested Chinese wine importers

  • Increase trade awareness of WA wine regions and producers in the China market

  • Share each winery’s unique story, wine range, and brand strengths in Chinese on WeChat

  • Leverage Vino Joy News’ industry reach and reputation to build trust and visibility

  • Assist wineries in setting up and navigating WeChat for effective trade communication

  • Facilitate tailored introductions and support early-stage buyer engagement

  • Support long-term export growth and market access in China for WA wine businesses

AUDIENCE: Chinese wine importers (may include distributors, online retailers, ‘traditional’ retailers and HORECA buyers).

ELIGIBILITY:

  • Participating producers/brands must source their wines from Western Australia - all regions welcome

  • Eligible wines must be GIs from Western Australia

  • A maximum of 15 wine producers will be selected

COST TO PARTICIPATE (travel not required):

  • $900 +GST per wine producer (single brand or brand suite), OR

  • $1200 +GST per wine producer (multiple brands)

    Cost includes CHINESE-LANGUAGE WINERY PROFILE that producers can use as an ongoing asset

TIMING:

  • 18th July - Submissions close, limited places available!

  • From 14th July - Participation/scheduling confirmed with registered wine producers