Customers enjoy wine on cyclo rickshaws in Hanoi . They can choose from wines such as Kaya Shiraz Cabernet (Australia) or Deinhard Green Label Riesling (Germany), priced at 555,000 VND for two people and 369,000 VND for one person. Photo: Tran Hien .
On October 7th, the Australian Wine Showcase Southeast Asia 2026 took place in Ho Chi Minh City, themed “Taste Beyond”. The event brought together over 20 producers and winemakers from various regions of Australia, showcasing a diverse range of wine regions, grape varieties, and production styles, from classic wines to alternative grape varieties, emerging wine regions, and modern styles.
This year’s program follows up on the 2024 showcase, which attracted nearly 800 trade visitors across four Southeast Asian markets. For Vietnam, this event focuses on bringing more producers to the market, thereby expanding the choices of wine regions, grape varieties, and production styles for domestic partners.
According to Wine Australia, in the 12 months ending June 2026, the value of Australian wine exports to Vietnam increased by 15.8%. During the same period, the total value of Australian wine exports to Southeast Asia reached AUD 293.9 million, representing an average annual growth of 7.2% over the past five years.
Sarah Roberts, Asia Pacific Director of Wine Australia, and Danielle Haratsis, Austrade Trade and Investment Commissioner (right), pose for a photo at the event. Photo: Organizers.
Sarah Roberts, Director of Wine Australia’s Asia Pacific region, believes that the growing interest in high-quality products and diverse culinary experiences is opening up further opportunities for Australian wines in Vietnam.
According to her, bringing manufacturers directly to the market helps businesses better understand consumer needs, while also finding distribution partners and building long-term business relationships.
Australia currently has over 65 wine-producing regions. Differences in climate, soil, altitude, and topography result in a wide variety of wine styles between these regions.
In addition to familiar grape varieties and styles, the Australian wine industry has recently expanded its experimentation with new grape varieties, promising growing regions, and modern production methods. This is also one of the topics being showcased at this event.
In Ho Chi Minh City, attendees can sample wines from various producing regions and directly discuss grape varieties, growing conditions, and production processes with winemakers.
This diversity also reflects the trend in the Australian wine industry, which is not relying solely on traditional products but is constantly seeking new directions to meet consumer tastes.
Another area of interest for producers is sustainability. Businesses are seeking to reduce their environmental impact across a range of processes, from land and vineyard management, energy and fuel use, to reducing glass bottle weight, increasing renewable energy, and optimizing transportation.
This also presents an opportunity for further exchange between the Australian wine industry and beverage businesses in Vietnam, given the increasing focus on sustainable production.
According to the report “Vietnam Wine Market Analysis 2026 and Forecast to 2035” by the market analysis platform Index Box, wine consumption in Vietnam is mainly concentrated in major cities such as Ho Chi Minh City, Hanoi, and Da Nang, with increasing numbers in locations like Nha Trang and Can Tho.
The target consumer base leans towards middle- and high-income households, expatriates, and a growing group of young people who view wine as a status symbol and lifestyle choice.
Per capita wine consumption remains low by regional standards, estimated at less than 1 liter per adult per year, compared to many liters in Thailand and Singapore .
Furthermore, the Vietnamese wine market competes with three main groups: international wine producers and exporters, domestic importers and distributors, and a small number of local wine producers.
International suppliers from France, Chile, Australia, Italy, Spain , and the United States dominate the premium and mid-range segments. Chilean and Australian wines have gained significant market share thanks to favorable trade agreements and competitive pricing.
French wines still maintain a strong reputation, especially in the distribution channels of restaurants and bars. Wine producers from South Africa, Argentina, and New Zealand also operate, but on a smaller scale.
Source: https://znews.vn/khach-viet-ngay-cang-quan-tam-den-ruou-vang-australia-post1688291.html
Dining and Cooking