Australian wineries target Canadian market with record trade tour

TORONTO — Wine Victoria brought a record 37 wineries from Australia's Victoria region to Canada this month to introduce their products to sommeliers and buyers in Toronto and Vancouver.

"We came back because there was such strong interest with trade," said Stephanie Duboudin, chair of the organization that supports more than 800 Victorian producers.

The visit was the group's second dedicated Canadian tour this year, following a strong reception in February. Duboudin said the participation of 37 wineries was the largest by Victorian producers outside of Australia. "We've never hit that mark before, which also tells you about the appetite from the producers as well."

READ MORE: Chow and Bradford clash over property taxes, transit and affordability in first Toronto mayoral debate

READ MORE: Thieves steal 30,000 bottles from Italian winery in record heist

The strategy comes as Australian wine exports to Canada continue to grow. According to the Wine Australia Export Report for the year ended June 2026, exports to Canada rose by 13.2 per cent in volume and by 19.6 per cent in value.

Victoria's exports increased by 5.1 per cent in volume and 27.3 per cent in value over the same period.

For Wine Victoria, Asia and the United States have been long-term priority markets, while Canada has joined Britain as an increasingly important one. The continued absence of American wine from major Canadian markets has also opened opportunities for other producers.

"It's important to keep a concerted effort, not to be a flash-in-the-plan visit," Duboudin said. "Obviously, we'd love to sell more wines across Canada, but awareness-building is the No. 1 focus."

The latest visit featured masterclasses pairing Victorian wines with benchmark selections from French producers, alongside a walk-around tasting featuring wines divided by subregion.

"We feel confident with how our wines sit beside wines that you can buy from other countries in those same varieties," Duboudin said.

One challenge in establishing Victoria as a recognizable brand is the diversity of its offerings. The state has 21 wine regions, producing styles from sparkling to fortified wines.

There are also issues distinguishing Victoria from the broader Australian wine category. The state's wines often differ from the approachable, value-driven brands or rich shiraz that have traditionally shaped international perceptions.

"It's a bit hard to change the perception of those bigger companies that were first to market with big, bold shiraz and other value priced wines," Duboudin said.

That's why trade education is central to Wine Victoria's efforts, particularly considering that Victorian producers export nearly half of their wine. The emphasis is on communicating Victoria's fine-wine credentials and regional diversity.

The Yarra Valley, for example, is known for its premium chardonnay and pinot noir. During a blind tasting masterclass in Toronto, the Giant Steps Circle of Fifths Chardonnay 2024 from Yarra Valley was poured beside a premier cru Burgundy from France.

Other regions highlighted include Grampians, known for elegant and peppery shiraz, and King Valley, which has a strong focus on Italian grape varieties like sangiovese and nebbiolo.

Duboudin said the focus remains on building awareness among Canadian buyers, retailers and restaurant operators, with an aim of converting interest into lasting sales growth.

With files from The Globe and Mail