We’ve been keeping a close eye on the trends, and it’s clear—Australian white wine is set to have a huge year in exports. The numbers don’t lie: in 2024, total wine exports hit 649 million liters and raked in $2.55 billion, with white wines leading the charge. But it’s not just about stats—it’s about a real shift in global drinking habits, and we’re right in the sweet spot to capitalize on it.

Why White Wine Is Taking Over

We all know reds have had their time in the sun, but 2025 is shaping up to be all about whites. Here’s why:

• China’s Back on Board – The removal of tariffs in March 2024 was a game-changer. Exports skyrocketed to 84 million liters, and high-end whites ($20+/L) are finding their place in premium wine lists.
• The UK’s Health Kick – No- and low-alcohol wines are booming, and Aussie brands like McGuigan Zero are leading the charge.
• The US Loves a Bargain – Pinot Gris/Grigio sales jumped 15%, proving there’s still space for value-driven Australian wines in a mature market.
• New Frontiers – Markets like Southeast Asia and Canada are still largely untapped, but the demand is there—especially for crisp, refreshing whites.

What’s Changing the Game?

It’s not just about where we’re selling—it’s about how and why people are drinking white wine differently.

1. Lighter, Brighter, and More Refreshing – Reds are taking a back seat as consumers shift toward white, rosé, and sparkling wines.
2. Less Booze, More Flavor – The no/low-alcohol trend is exploding, especially in the UK, where the demand for alternatives to full-strength wine is rising fast.
3. Premium Is the New Normal – People aren’t just drinking more white wine—they’re drinking better white wine. Premium ($10+/L FOB) exports made up nearly half of the total value in 2024.
4. The Digital Revolution – White wine leads online alcohol sales. If you’re not selling online, you’re missing out.

Challenges? Sure. But Opportunities Are Bigger.

We’d be lying if we said it was all smooth sailing. There’s still 2.2 billion liters of wine sitting in storage, and global competition—especially from New Zealand and Chile—is fierce. Plus, trade tensions between the US and Canada could shake things up.

But here’s the thing: white wine is in demand, and supply is tighter than ever. That puts us in a prime position to push for premiumization and expand into key markets.

How We Win 2025

The roadmap is clear:

✅ Own the premium space – High-end Chardonnay ($20+/L) should be our hero in China and the US.
✅ Double down on no/low-alcohol – The UK and Canada are begging for more options.
✅ Go big on e-commerce – White wine is killing it online, and we should be capitalizing on that.
✅ Test new markets – Southeast Asia and Canada are waiting for Sauvignon Blanc and Pinot Gris.
✅ Lock in supply now – With reds oversupplied and whites in demand, securing grape allocations early is crucial.

Final Thoughts

We’re at a turning point. Get the strategy right, and Australian white wine exports could crack $3 billion by 2026. The world is moving toward lighter, premium, and innovative wines, and we’re in the perfect position to deliver.

2025 is the year of Australian white wine—let’s make sure we own it.

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