Getting export ready

Prepare your wine business for international markets

1. Set your export goals

Define what you want exporting to achieve, which wines you intend to offer and how success will be measured.

Get ready by:

• setting clear objectives
• identifying the wines and volumes available for export
• agreeing on your preferred markets and timeframes.

2. Check your business capability

Make sure your team has the time, knowledge and resources to develop and support export markets.

Get ready by:

• appointing an export lead
• identifying capability or knowledge gaps
• allocating a realistic market-development budget
• ensuring you can respond promptly across markets and time zones.

3. Research and compare markets

Use evidence to identify and validate markets that align with your wines, price points, business goals and available resources.

Get ready by:

• reviewing Wine Australia’s market insights
• comparing markets using Market Explorer and the Export Dashboard
• understanding consumers, competitors and sales channels
• using Ask an Analyst when you need help interpreting market data.

4. Confirm production and supply

Assess whether you can supply export customers consistently without affecting existing commitments.

Get ready by:

• confirming available stock and future production
• planning for vintage and supply variation
• identifying market-specific product regulations or packaging needs
• ensuring your quality and record-keeping systems are ready.

5. Build a viable export price

Account for the full cost of reaching the customer and make sure the opportunity can deliver a sustainable return.

Get ready by:

• calculating production, packaging, freight and insurance costs
• allowing for duties, taxes and trade margins
• accounting for marketing and market-support costs
• testing your target retail and export prices
• planning for currency and cost changes.

6. Prepare your brand and sales material

Give buyers and trade partners clear reasons to consider your wines.

Get ready by:

• ensuring your digital presence is up to date
• defining your point of difference
• preparing a concise, market-relevant pitch
• updating product information, images and price lists
• preparing samples and promotional material
• creating or updating your Australian Wine Connect profile.

7. Identify the right sales channels and partners

Determine how your wine will reach customers and what you need from an importer, distributor, retailer or other partner.

Get ready by:

• understanding the route to market options
• researching potential partners and their portfolios
• checking channel, geographic and customer coverage
• completing commercial due diligence
• clarifying sales, marketing and reporting responsibilities.

8. Understand export requirements

Review the requirements for exporting from Australia and selling wine in your chosen destination.

Get ready by:

• reading Wine Australia’s Licensing and Compliance Guide
• reviewing the relevant Export Market Guide
• confirming licensing, product and shipping requirements
• checking market-specific wine, label and documentation requirements
• allowing enough time to complete approvals.

9. Plan how you will support the market

Export success usually requires continued activity after the first order.

Get ready by:

• agreeing on a market launch and promotion plan
• preparing trade education and digital content
• allocating budget for events, visits and campaigns
• planning regular communication with partners
• setting distribution and sales measures.

10. Document your export plan

Bring your decisions, responsibilities, assumptions and actions together in one practical plan.

Get ready by:

• recording your objectives and selected markets
• documenting products, pricing and sales channels
• assigning actions, owners and milestones
• identifying key risks and contingencies
• reviewing the plan as conditions change.