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 a non-negotiable, and Château Tanunda has picked up some hard-learned lessons throughout its 135-year export career, beginning from the winery’s founding in 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.
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 Michelle Geber.
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.
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