Wines from five wineries in the eastern foothills of Helan Mountain, Ningxia, will make their debut in Australia after being shipped to leading retailer Dan Murphy’s, marking the first time wines from the Chinese region will enter the country’s largest alcohol chain.
The shipment includes 803 cases across 18 labels from Silver Heights, Li’s Winery, Heyu, Chateau Lansai, and The Starting Point Winery. The wines are scheduled to arrive in early September. Purchaser ANW has struck a strategic cooperation with Dan Murphy’s, with the wines set to launch on its e-commerce platform by mid-September.
“The core of the wine industry lies in the region. The influence of a wine region directly determines the competitiveness of its wineries,” said Niu Xiaotong, general manager of ANW and promotion ambassador of the Helan Mountain East Foothill wine region in Yinchuan. “To bring this region to the world stage, we need the Australian industry to gain a deeper understanding of its culture and history. The region is working to build a value system that blends local culture with a global perspective.”
Ningxia’s push into Australia has been years in the making. In 2023, the Yinchuan Wines began promoting Ningxia wines in the market. By October that year, 202 cases from 14 wineries were shipped for promotional purposes. Over the past two years, ANW, with support from the Chinese Consulate General in Perth, has conducted brand-building initiatives including training programs and tasting events. The company said these efforts are beginning to deliver results.
Located in northwest China, the Helan Mountain East Foothill was granted national Geographic Indication (GI) protection in 2003 and included in the World Atlas of Wine in 2013, recognized internationally as an emerging wine region. Domestic leaders such as Changyu and Great Wall operate there alongside international producers including LVMH, Penfolds (TWE), and Pernod Ricard.
As they consolidate the domestic market, Ningxia wineries are also accelerating their international push. The region has increased its presence at trade fairs including Vinexpo and ProWein, and has held overseas promotional events to build market reputation and client resources.
According to the Ningxia Department of Commerce, local wine exports reached RMB 13.75 million (USD 1.92 million) in 2024, the highest level in recent years. Thirty wineries in Ningxia now hold import–export qualifications, forming the early stages of an export ecosystem. As reported by Vino Joy News, wineries including Silver Heights, Xige Estate, and Devo have already established stable partnerships with overseas importers.
“We will work with Australia Northwest Wine Company to further develop the Australian market and promote cooperation between China and Australia in wine culture and trade,” said a representative of the Yinchuan Wine Industry Development Service Center. “The next step will be to shift from promotion and market research to expanding sales, with the goal of increasing Helan Mountain East Foothill wines’ market share in Australia.”
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