Register your Expressions of Interest here :
When :
Proposed Date - Tuesday 18 May 2027
A weekday format has been selected to maximise attendance from buyers, distributors, retailers and hospitality professionals while avoiding the weekend consumer event calendar.
Holding AusWineX on a Tuesday also allows exhibitors and trade visitors to travel on Monday, conduct business throughout the event, and return home with minimal disruption to their normal trading week.
Who :
Exhibitors
Expressions of Interest are invited from:
✔ Australian wineries
✔ International wineries
✔ Wine importers
✔ Wine distributors
✔ Portfolio companies
✔ Regional wine associations
✔ Industry partners
Selected complementary beverage partners may also be invited where they enhance the overall wine experience.
Trade Visitors
AusWineX is designed for qualified industry professionals including:
✔ Retail buyers
✔ Independent bottle shops
✔ National retail groups
✔ Importers
✔ Distributors
✔ Wholesalers
✔ Sommeliers
✔ Hospitality professionals
✔ Venue operators
✔ Beverage consultants
✔ Wine media
✔ Industry influencers
Attendance will be carefully curated to encourage genuine commercial engagement between exhibitors and buyers.
Why :
Australia produces some of the world's finest wines, yet there are surprisingly few opportunities for the national wine industry to gather in one dedicated trade-focused tasting environment.
AusWineX has been created to bridge that gap.
Its purpose is to connect wineries with qualified buyers, distributors, importers and hospitality professionals through a professionally organised tasting exchange where the emphasis is on quality business conversations - not crowd numbers.
The decision to host AusWineX in Geelong reflects this national vision. Rather than centring the event exclusively in one major capital city or one dominant wine region, Geelong provides an accessible and commercially neutral meeting point that encourages participation from wineries, buyers and industry professionals across Australia.
By bringing together Australian producers alongside selected international wineries, importers and portfolio companies, AusWineX creates opportunities to discover new products, establish distribution partnerships, expand market reach and strengthen long-term commercial relationships.
Success will not be measured simply by attendance figures, but by the quality of business conducted, partnerships formed and commercial outcomes achieved for exhibitors and trade visitors alike.
Organiser :
AusWineX is presented by The Drink Show, an independent Australian events organisation dedicated to creating premium tasting experiences that connect producers with buyers, distributors, hospitality professionals and engaged consumers.
Founded by Mick Turner, the organisation has developed a growing portfolio of professionally curated beverage events focused on meaningful engagement, commercial opportunity and long-term industry value. Building on the success of The Drink Show, AusWineX has been established as a dedicated national wine trade tasting exchange created specifically for the Australian wine industry.
As an independently owned and operated event, AusWineX is not controlled or funded by any industry association, government body or major corporate sponsor. This independence allows the event to remain commercially neutral, responsive to industry needs and focused solely on delivering value for exhibitors and trade visitors.
The event is funded primarily through exhibitor participation. However, we actively welcome partnerships with regional wine associations, industry organisations, sponsors and strategic alliance partners who share our vision of strengthening Australia's wine industry through collaboration, innovation and long-term commercial growth.
Our ambition is simple: to establish AusWineX as Australia's most respected annual wine trade tasting exchange, where success is measured not by visitor numbers alone, but by the quality of business relationships, partnerships and commercial opportunities created.
Summary :
AusWineX is being developed as Australia's annual national wine trade tasting exchange - bringing together Australian and international wineries, importers, distributors, buyers and hospitality professionals in one premium business-first environment.
By combining a carefully selected national location, a purpose-built convention venue, qualified trade attendance and a commercial focus, AusWineX aims to become the event where Australia's wine industry comes together each year to discover new portfolios, build lasting business relationships and create genuine commercial opportunities.
One Industry. One Meeting Place. One Annual Exchange.
Proposed Venue for AusWineX 2027
What :
AusWineX is Australia's dedicated national wine trade tasting exchange, bringing together Australian and international wineries with importers, distributors, retailers, sommeliers, hospitality professionals, buyers and wine media in one professionally curated business environment.
Designed specifically for the wine industry, AusWineX focuses on commercial outcomes rather than consumer entertainment, creating opportunities for meaningful conversations, portfolio discovery, new distribution opportunities and long-term industry relationships.
More than a traditional trade show, AusWineX is a premium business platform where quality producers connect with qualified buyers.
Where :
Venue
Nyaal Banyul Geelong Convention and Event Centre
Geelong, Victoria, Australia
Located on Geelong's spectacular waterfront, the Nyaal Banyul Geelong Convention and Event Centre is one of Australia's newest purpose-built convention and exhibition venues, providing a world-class setting for AusWineX – Australia's National Wine Trade Exchange.
Purpose-built for conferences, exhibitions and trade events, the venue offers modern exhibition halls, premium meeting spaces, outstanding visitor amenities and easy access to accommodation, dining and transport, creating an ideal environment for meaningful business conversations.
Why Geelong?
Geelong has been deliberately selected as the host city because it offers one of Australia's most practical, accessible and commercially neutral meeting points for the national wine industry.
Unlike events closely associated with a single wine region, Geelong provides a central location that encourages participation from wineries, importers, distributors, buyers and hospitality professionals from across the country.
Strategically Positioned
Situated between Australia's two largest wine-producing states - South Australia and Victoria - and readily accessible from New South Wales, Geelong is uniquely positioned to bring the Australian wine industry together under one roof.
For South Australian wineries, including the Barossa Valley, McLaren Vale, Adelaide Hills, Clare Valley and Coonawarra, Geelong offers a convenient destination without the traffic and congestion often associated with central Melbourne.
Likewise, producers from the Hunter Valley, Orange, Mudgee, Canberra District, Hilltops, Riverina and Tumbarumba can travel easily via Melbourne Airport or Victoria's extensive freeway network, making attendance practical from across south-eastern Australia.
Gateway to Victoria's Premium Wine Regions
Geelong is also surrounded by some of Victoria's most respected cool-climate wine regions, including the Bellarine Peninsula, Moorabool Valley, Surf Coast, Geelong GI, Henty and the nearby Macedon Ranges.
This provides visitors with the opportunity to extend their stay, visit cellar doors and experience one of Australia's fastest-growing premium wine tourism destinations.
National & International Access
Melbourne Airport is located approximately one hour from the venue and provides direct connections throughout Australia, New Zealand and major international markets.
Combined with Geelong's excellent accommodation, hospitality precincts, public transport and waterfront lifestyle, the city delivers an outstanding delegate experience for both domestic and international visitors.
A National Meeting Place
AusWineX has been created to unite Australia's wine industry—not to promote one particular state or region.
By bringing wineries, importers, distributors, retailers, sommeliers, hospitality professionals and media together in a professionally curated trade environment, Geelong provides the ideal foundation for building Australia's premier annual wine trade tasting exchange.
With its central location, premium convention facilities and strong transport links, the Nyaal Banyul Geelong Convention and Event Centre offers the scale, accessibility and neutrality needed to establish AusWineX as a truly national event for the Australian wine industry.
