Australian Wine & Spirits Fair
Why Melbourne
Melbourne was chosen as the home of the Australian Wine & Spirits Fair because it is Australia’s leading hospitality and trade hub, offering world-class venues, a high concentration of buyers, and easy access for both domestic and international visitors.
The Fair is a curated national trade tasting, bringing together premium wine and spirits producers, buyers, media, and engaged consumers in one focused, high-quality environment.
Designed as a purposeful alternative to large-scale festivals, the Fair prioritises meaningful interaction, discovery, and real commercial outcomes. Wine and spirits sit side-by-side, reflecting how buyers, distributors and hospitality professionals increasingly source across both categories.
This is not a high-volume drinks festival.
This is a structured, premium environment for connection, discovery, and trade.
A National Meeting Point
The Fair brings together wine and spirits producers from across Australia in one room, creating a balanced national showcase of key regions and categories.
Trade buyers, media and engaged consumers can explore multiple regions, styles and producers — without travelling nationally. A limited number of international producers are invited to provide global context while maintaining a distinctly Australian focus.
One room. One audience. One national showcase.
Hybrid Trade & Consumer Format
The Australian Wine & Spirits Fair is structured as a hybrid event, combining a dedicated trade session with a separate consumer tasting - ensuring both audiences are properly served.
Morning - Trade Session (B2B)
A dedicated trade-only environment designed for focused commercial engagement.
• Retail buyers
• On-trade venues and hospitality groups
• Distributors and importers
• Sommeliers and beverage managers
• Media and industry professionals
This session prioritises meaningful conversations, range reviews, and business outcomes in a quieter, professional setting.
Afternoon - Consumer Session (B2C)
A separate curated tasting for engaged consumers and collectors.
• Purchase-ready audience
• Brand discovery and storytelling
• Direct-to-consumer engagement
• Mailing list growth
• Future customer relationships
This session allows producers to build brand awareness and direct customer connection.
Why Australia Needs a National Trade Fair
Australia produces world-class wine and a rapidly evolving spirits sector - yet there is still no true national wine and spirits trade fair connecting producers, buyers, and media in a professional environment.
Most existing events are regional, category-specific, or consumer festival-style. Few offer a balanced national platform focused on discovery, connection, and commercial outcomes.
The Australian Wine & Spirits Fair fills that gap, providing a national meeting point for:
• Wineries seeking broader exposure
• Distillers building brand and distribution
• Trade buyers sourcing new products
• Media discovering emerging producers
• Importers and distributors building portfolios
• Engaged consumers discovering new producers
A single platform connecting the Australian drinks landscape.
Wine & Spirits Together
Wine and spirits are presented equally, creating a modern trade and tasting environment aligned with how the market operates today.
Benefits of this approach:
• Expands exhibitor opportunity
• Broadens trade relevance
• Strengthens buyer appeal
• Reflects real-world buying behaviour
• Supports commercial outcomes
• Creates a stronger national showcase
The result is a balanced wine and spirits fair - not a general drinks festival.
Not Another Festival
This is not:
• A bar-style event
• Unlimited pouring
• Crowd-driven sampling
• Bottle sales (tasting-focused environment)
This is a structured tasting environment, where producers connect directly with buyers, media, and engaged consumers.
✔ Direct access to decision-makers
✔ Buyer-focused audience
✔ Meaningful interaction and discovery
✔ Trade-first environment
✔ National exposure beyond a single region
✔ Distribution and media opportunities
✔ Stronger commercial outcomes
Quality engagement. Not volume sampling.
Who Should Exhibit
The Fair is for producers seeking national exposure, meaningful engagement, and commercial outcomes.
Includes:
• Wineries seeking national reach
• Distillers seeking national reach
• Premium and boutique producers
• Producers targeting trade buyers
• Brands expanding beyond their region
• Importers and distributors
• Producers launching new releases
• Established brands reinforcing market presence
A curated mix of wine and spirits producers creates a balanced national showcase.
What Success Looks Like
Exhibitor success is measured by engagement, opportunity, and long-term outcomes:
🛒 Direct-to-consumer relationships
🤝 Trade connections and buyer meetings
📈 National brand exposure
💬 Meaningful interactions with targeted audience
🔁 Ongoing orders and distribution opportunities
📩 Mailing list growth and new customers
🌏 Interstate and media exposure
So, if you want to:
• Get in front of major decision-makers
• Build meaningful commercial relationships
• Showcase what makes your brand different
• Be part of a focused national drinks audience
The Australian Wine & Spirits Fair is built for you.
The right audience. The right environment. The right outcomes.
Melbourne - Late Oct 2026 ( Date and Venue to be announced )
Discover - Taste - Trade
Expressions of Interest are now open. Contact us here https://drinkshow.com.au/contact-us