While current discussions about exports tend to be consumed by the dreaded ‘tariff’ word and the unsticking of multiple layers of red tape, there are steps brands can take to help make export success a reality.
According to Michelle Geber, managing director of Château Tanunda in the Barossa Valley, showcasing the quality and unique characteristics of your product “is only the beginning”.
Cracking export sales is about “working alongside your partners – and taking the time to have knowledge of their world, culture and language,” she tells the drinks business.
When the lion’s share of your customers are polishing their wine glasses more than 10,000 miles away, perfecting your export game becomes non-negotiable, and Château Tanunda has picked up some hard-learned lessons throughout its 135-year export career, which dates back to the winery’s founding year 1890 when it shipped bottles all the way from the Barossa Valley to “a wine-starved Europe”. Early evidence of Tanunda shining at export can be seen from its ‘best claret in the world’ win at the London Empire Exhibition in 1901; a time considered to be exceptional for Bordeaux wines.
Since present owner John Geber acquired the Barossa estate in 1998, its export business has accelerated, growing exponentially to achieve a presence in more than 35 countries. And last month the government of South Australia determined Château Tanunda to be the South Australian Wine Exporter of 2025 in its Premier’s Business and Export Awards, which took place on 29 August in Adelaide. Shortly after she took home the trophy, db caught up with managing director Michelle Geber about the triumphs and tribulations of exporting, and asked her to share her tips for success.
1.Prioritise quality over volume
Bringing your wines to the world takes “time, passion, and consistency,” says Geber. Today, Château Tanunda exports “hundreds of thousands of cases annually”, with the specific amount fluctuating, depending on “portfolio focus, vintage, and market conditions.”
No matter how pivotal export sales are to your business, it’s essential to “prioritise quality over volume”, Geber says. “Yes, export growth is a key priority, strengthening established markets and exploring emerging opportunities.” However, it’s vital to “remain committed to quality, always ensuring every bottle reflects the integrity and trust that your brand embodies.”
“At Château Tanunda, our wines are handcrafted, highly sought after, and carefully allocated—sometimes with fewer than 1,000 cases exported per wine. Every bottle, wherever it’s opened, should deliver the same top standard your brand represents.”
2.Start where you can make an impact
“Don’t be afraid of smaller markets, whether that means a country, a specific state, or a certain city,” says Geber. “You can – and will – grow from finding success in one place.” In Château Tanunda’s case, strong markets include the UK, Europe, the US, “and more recently Asia, where there is a great appreciation of premium and luxury Australian wines,” she adds.
“Most recently we’ve broadened our horizons in China with HEMA Supermarket (Alibaba’s brick-and-mortar stores), and our newest markets include Brazil, Cambodia and soon to come, India.”
Furthermore, Geber explains, Tanunda’s wines are sold in both “fine wine retailers and in supermarkets”, showing the importance of having a versatile portfolio at different price tiers.
3.Practice authentic storytelling
Above all else, Geber stresses the importance of “knowing your story and telling it consistently.”
Wine still leads the way for EU alcohol exports
“Engaging storytelling is so important in the wine world– and it must be told in a language that feels personal and relevant to the market. Our mission at Château Tanunda has always been to bring premium, luxury Barossa wines to the world.”
Old vines, too, are a key differentiator for the brand. “When phylloxera devastated global vineyards, Barossa remained unharmed and today more than 93% of its vines are on pre-phylloxera roots,” explains Geber. “This is incredible. It makes Barossa an extraordinary place in the wine world that must be explored – a remarkable legacy showcased in our Old Vine Expressions collection of wines crafted from 50, 100 and more than 150 year old vines.”
Repetition, she argues, is key. Communicate your story in every interaction with export partners until the link becomes hardwired.
4.Be culturally aware
Brands must “understand local preferences, habits, and values,” says Geber. In every market, ask yourself “how does your product fit into their lives?”
One of the biggest lessons that Château Tanunda has learned about exporting its wines globally is that “matching wines to local cuisines and using relevant descriptors is vital.” That requires on-the-ground research, which might look like chatting with local sommeliers, speaking to on-trade venues or carrying out diverse food pairings with your own team before attempting to sell the wines to local consumers.
Despite the convenience of Zoom, emails and phone calls, the power of physically being in the same room as someone cannot be overestimated. “Build your presence in person if you’re looking to establish long-term partnerships,” Geber adds.
This on-the-ground approach can be bolstered by the opening of satellite tasting rooms in different export markets. In 2023, John Geber told db in an exclusive interview that although it took four years to secure a license for Château Tanunda’s Sydney tasting room due to its location in the most historic part of the Australian city, it was all made worth it by the arrival of three ultra-high-net-worth customers who stopped by with a combined wealth of AU$9.8 billion.
“One of them bought wine worth AU$100,000,” he said. “I would never, ever have met these guys if they hadn’t walked through our Sydney cellar door.”
5.Stay adaptable
If you want to build a truly successful export business, “consider being flexible with packaging, language, logistics, and marketing,” says Geber.
“For example in China, with the advance of e-commerce, we’ve needed to branch out to different styles of marketing via the likes of digital platform RedNote, video app Douyin and microblogging site Weibo. This tends to be more user-generated content, whereas in Europe, classic magazine-like formats are still very popular and reach strong audiences.”
This kind of flexibility also applies to potential packaging formats.
“We’re seeing classic brands considering housing their wines in more innovative formats and being accepted in that space, such as premium bag-in-box wines becoming popular in the Nordics, and canned wines in the UK,” says Geber. “Previously these categories may have been reserved for more commercial wines, or wines directed at a ‘new to wine’ consumer.” So know your markets and what consumers there might be willing (or not) to embrace.
Closure type, too, is an important consideration at export as you “expand into diverse markets with different consumer preferences.”
“Most luxury wines use natural cork for long-term cellaring, while screwcaps suit premium wines for shorter-term consumption,” says Geber. “Our wines are all bottled in the Barossa Valley under strict quality controls, and we use a mix of both cork and screwcap across our portfolio, depending on market preference. However, all wines above the AUD$60 price tier are in cork.”
Ultimately, your success depends on “understanding a market’s tastes, its wine occasions, and what is important to its consumers,” says Geber.
Earlier this year, db asked the trade whether it’s a good idea for Australian and New Zealand wines to be marketed together, with strong opinions on both sides of the fence. Strategies like this can be effective in some export markets, less so in others, with those in support of the joint marketing initiative citing time and efficiency boons, while its critics saying it doesn’t allow for enough focus on individual terroir.
For Château Tanunda, “while the momentum [around our exports] is exciting, we know the greatest journey is still to come — with even greater opportunities ahead.”
