Fifteen Australian spirits producers drew strong interest from Chinese importers and distributors at Be Spirits Shanghai, a tasting event held on May 22 that marked the first Australian government-led spirits showcase in mainland China.
The event marked the first large-scale Australian spirits tasting organised by the Australian government in China. More than simply showcasing Australia’s ambition to enter the Chinese market, it reflected a broader shift taking place in the country’s imported drinks landscape: categories such as whisky, gin, rum and tequila are emerging as some of the few imported alcohol segments still recording growth.
The tasting, titled Be Spirits Shanghai, was jointly organised by the Australian Trade and Investment Commission (Austrade) and Vino Joy News. As the first Australian government-led spirits promotion of its kind in China, it attracted a strong turnout of importers, distributors, bartenders and spirits enthusiasts eager to explore a category that remains relatively unfamiliar to many Chinese buyers.
Held at The Cannery on Shanghai’s Yuyuan Road, the tasting attracted a steady flow of visitors throughout the afternoon. Some exhibitors ran out of samples before the event concluded, while groups of trade buyers remained at the venue well after the official closing time, continuing discussions with producers and revisiting products that had caught their attention.
“The Energy Was Fantastic”
“I thought it was very exciting,” said Brad Wilson, Co-Founder and Director of Itinerant Spirits, one of the participating distilleries.
“There was a really good mix of bartenders, importers and industry people. The energy was fantastic.”
Based in Victoria, Itinerant Spirits produces gin, vodka and whisky. Wilson told Vino Joy News that this was his first visit to Shanghai as a spirits producer. Through the event, he had already established contacts with several potential Chinese partners and planned to continue discussions after returning to Australia.
Another exhibitor, New South Wales-based Bondi Liquor, also reported encouraging results. The distillery specialises in gin, vodka and liqueurs made with native Australian botanicals.
Founder Adrian Henshall described the experience as highly valuable.
“This was our first time entering mainland China,” he said. “Having the opportunity to meet local importers face-to-face was incredibly important for us.”
“It was very helpful. Having people taste our products and confirm that they are suitable for their market was amazing.”
Australian Spirits Target China’s Growing Premium Segments
While Australia is globally known for wine, it also produces a diverse range of spirits, including brandy, whisky, gin, rum and vodka.
Many Australian distilleries have developed distinctive products using native botanicals, while others have gained international recognition for high-quality whisky and brandy, winning awards at major global competitions.
Several Chinese buyers attending the tasting expressed particular interest in some of the whiskies and brandies on display, with some commenting that the quality was comparable to world-class benchmarks.
Their interest comes at a time when China’s imported spirits market is showing surprising resilience.
According to customs data, China’s whisky imports increased 22.79% by volume in 2025. Although import value declined slightly by 1.31%, demand remained robust. Meanwhile, so-called “white spirits” categories recorded even stronger growth. Rum, vodka, gin, tequila and liqueurs all achieved increases in both import volume and value, with most categories posting double-digit growth.
Against that backdrop, the strong turnout at Be Spirits Shanghai was perhaps unsurprising.
Li Yuyou, Secretary-General of the International Spirits Grand Challenge (China), said China is currently experiencing a new wave of spirits consumption, led by whisky and supported by changing consumer tastes and the emergence of younger drinkers.
“As long as producers and distributors seize the opportunity, invest in the market and focus on creating the right consumption occasions, there is plenty of potential,” he said.
A Natural Next Step
For some importers, adding Australian spirits to their portfolios feels like a logical progression.
Vincent Simon, Sales and Marketing Director at CWS (Shanghai), one of China’s major wine importers, said the event arrived at exactly the right time.
“We already have a fairly broad Australian wine portfolio, on which we are performing well,” Simon said. “Today, we are experiencing strong growth in the spirits category, so it makes sense for us to expand our range with Australian spirits.”
Simon said he was pleasantly surprised by the quality and distinctiveness of many of the products presented at the event.
“The flavour profiles are highly recognisable and unique,” he said. “The packaging is also very well executed.”
“In my opinion, these products have genuine potential in the Chinese market.”
Price, however, remains a key consideration.
Simon noted that most of the participating brands were boutique producers likely to occupy the premium and super-premium segments. While consumer interest in categories such as whisky, gin and tequila is growing, the overall market remains relatively niche.
“That being said, pricing will be an important discussion,” he said.
Still, judging by the crowds surrounding the tasting tables in Shanghai, Australian distillers may be arriving at an opportune moment. While imported wine continues to face headwinds, a growing number of Chinese consumers appear eager to explore something different — and increasingly, that means spirits.
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