Trade opportunities on the menu in Vietnam

On 20 September 2023, more than 200 representatives from the food industry in Vietnam, including importers, distributors, and government officials, gathered at Ho Chi Minh City to enjoy Australia’s best fresh food and premium wine.

The Australian Food and Wine Collaboration Group was launching its latest export marketing push with the ‘Taste the Wonders of Australia” gala dinner. This follows successful market access activations for South Korea and Thailand in the last 12 months.

Wine Australia had the chance to meet with clients and business contacts at these events. The discussions focus on consumer demand, market access, and future growth opportunities.

The Collaboration Group has targeted Vietnam as the third target country. Wine Australia’s General Manager of Marketing, Paul Turale, said that the market offered great opportunities for Australian wine exporters.

“Vietnam is continuing to grow its thirst for Australian wine, with both volume and value increasing by a combined 212 percent, and both of these figures are expected to increase over the next year, up to the end March 2023,” said Mr Turale.

“Through the Comprehensive and Progressive Agreement for Trans-Pacific-Partnership (CPTPP) and the ASEAN-Australia-NZ Free Trade Agreement (AANZFTA), the tariffs on Australian wine to Vietnam will have started to reduce and will be eliminated by 2028.”

Wine Australia, according to Mr Turale, is committed to developing opportunities for exports through various activities and partnerships.

The Australian Wine Industry is aiming to be the first choice of Vietnamese wine consumers. This will be achieved by offering high-quality, flavorsome Australian wines that complement the local cuisine. They also provide a good value perception as our tariffs are declining relative to other countries.

This can be achieved by in-market activations, building awareness and education, as well as building solid distribution networks to guarantee reliable availability.

Mr. Turale stated that Wine Australia collaborated with AusCham Vietnam as part of the AusHub Program and took part in activities organized by the Australian Food and Wine Collaboration Group.

He said: “We have hired a market manager in Ho Chi Minh City to help us engage in a consistent and committed manner to realize this opportunity for Australian producers of wine.”

The Taste, the Wonders of Australia Gala Dinner, and other trade and roadshows are a great way for Australian wineries in Vietnam to interact directly with key decision-makers and influencers.

Building relationships, knowledge, and education (both ways), and a platform to show Australia’s diverse range of wines and their complementing cuisines.

The gala dinner menu highlighted the strength and depth of Australian agriculture. The menu included premium lamb, steak, and fresh seafood, including abalone, mussels, and fresh lobster. Wines were served from Australia’s best-growing regions, with seasonal vegetables, fresh oranges, macadamias, and almonds.

Rebecca Ball, Senior Trade and Investment Commission, Vietnam (Austrade), and Sarah Hooper, Australian Consul-General in Ho Chi Minh City.

The event was more than a simple dinner. It gave Wine Australia a rare chance to collaborate with other influential agricultural representative groups in Australia through Australia’s national brand strategy.

Charles McElhone, General Manager of Trade and Industry Strategy at Dairy Australia, said that Team Australia had been successful in developing new export opportunities and maximizing valuable resources among the five member organizations.

“These key customers buy dairy today, wine tomorrow, and red meat next week, so it’s logical for us to talk as a team when we speak to them,” said Mr McElhone.

“We have all been exporting commodities to Vietnam with our individual programs for years, but now we can work together as a unit.”

Through this collaboration, the government, levy-payers, and members all have high expectations for efficient resource management.

The Collaboration Group has now completed the activation of Vietnam and is now focusing on the next market, Indonesia.

“Indonesia represents a huge market,” said Mr McElhone. The Australian food and beverage industry sees Indonesia as the next big market after China. It has a large population and a huge trade profile.

We look forward to a future partnership.

A $500,000.00 grant from the Agriculture Trade and Market Access Cooperation is supporting the Australian Food and Wine Collaboration Group. The partnership will continue with an additional donation of $600,000. Target markets for the next two years include Taiwan.


The Australian Food and Wine Trade collaboration was formed to promote high-quality Australian foods and beverages in key international markets. Dairy Australia is one of the members, and Hort Innovation is another. Meat & Livestock Australia (M&LA), Wine Australia, and Seafood Industry Australia are also funding partners.


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