South Australian wine launches into Chinese bistros

Chinese young professionals and middle-class consumers are the target of a new wine campaign launched in China to promote South Australian wines in high-end restaurants.

The month-long BISTRO campaign aims to provide new opportunities in the market for South Australian wine producers and will highlight the compatibility of the state’s premium wine and cuisine to young consumers with modern dining trends. Interactive experiences through themed tasting events will see South Australian wine paired with some of South Australia’s premium produce.

The BISTRO concept provides a new entry point for wine producers and is supported by the South Australian Government’s $1.85 million Wine Exporters China Re-Engagement Support Program.

It aims to further strengthen export opportunities for South Australian wineries in the market, which has seen incredible growth since tariffs were removed in 2024, reaching $790 million in the 12 months to February 2025.

BISTRO is a chain of restaurants representing different styles of ‘bistro culture’ dining, with 27 outlets in Shanghai and 10 in Shenzhen selected to participate in the wine promotion. The eateries are known for their relaxed yet stylish ambiance.

Eighteen South Australian food and wine brands are participating in the program including Torbreck, Taylors, Yalumba, Cimicky, Rymill, Wynns of Coonawarra, Thorn Clark, Kay Brothers, Mount Horrock, Pewsey Vale, Greenock Creek, Barossa Valley Estate, Golden Heights, John Dovel, Kirrihill, Ashton Valley, Stehr Group and Thomas Foods International.

Learn more about the Wine Exporters China Re-Engagement Support Program