Emerging Fleurieu wineries are learning how to break into the Canadian export market through a new state government program linking more local producers to overseas trading.

The Explore Canada program provides practical advice and local market knowledge to SA producers, helping them secure initial orders and connect with Canadian buyers and retailers.

McLaren Vale’s Hither & Yon and Chalk Hill Wines, and Langhorne Creek’s Bremerton Vintners and Angas & Bremer are among 20 South Australian wineries selected. 

The comprehensive program is run by the Department for Trade and Investment and Wine Australia as part of the Wine Export Recovery and Expansion initiative.

The wineries represent a mix of new and emerging brands, progressive and traditional styles, and a cross-section of regional South Australia.

A series of expert briefings were held throughout February with key buyers and importers outlining the current state of the Canadian market, how to navigate it and identify export opportunities.

Mawson MP Leon Bigness says Canada is such an important market for McLaren Vale and SA’s other 17 wine regions. 

“Because the provincial governments of Canada own and control the distribution it is very important that they see our government working alongside our winemakers to get more wine into their markets. 

“Last year I met with the head of the Liquor Control Board of Ontario, George Soleas, in Toronto. He gave me the bad news that Australian wine sales had slumped 15 per cent in the previous year. 

“That was because we hadn’t made our presence felt in a market controlled by the world’s second biggest buyer of liquor.”

Canada is the fourth-largest destination market for South Australian wine exports, increasing by 17 per cent to $139.9 million to December 2022 and representing 10 per cent of the state’s total wine exports.

Latest ABS data shows about 73 per cent of Australia’s wine exports to Canada came from South Australia – and this initiative aims to lift that figure even higher.

At the same time South Australian wine is hitting the shelves of a 400-store strong supermarket chain in the United States, as part of a state government supported campaign.

The promotional blitz across US supermarket giant H-E-B – which has more than 400 stores in Texas and Mexico – includes prominent displays of premium SA wines and in-store tastings, providing a platform for the state’s businesses to tap into the growing US market.

The two-month campaign, launched in January, has led to a more than 25 per cent increase of South Australian wine in H-E-B stores and gives invaluable exposure to established and emerging producers, fuelling export opportunities.

The 18 regions on display include McLaren Vale, Langhorne Creek, Southern Fleurieu, Currency Creek and Kangaroo Island.

The US is the second-largest destination market for South Australian wine exports, surging by 43 per cent to $184.9 million in the past 12 months to December 2022 and representing 14 per cent of all the state’s wine exports.

Latest ABS data shows about 45 per cent of Australia’s wine exports to the US came from South Australia.

The campaign is the latest Department for Trade and Investment initiative aimed at boosting the state’s wine exports in new and growing markets, following wine tastings held in the UK, Germany, Netherlands and Canada.