About the opportunity

In February 2025, Global Victoria launched a two-year partnership with La Cité du Vin—the world-renowned wine museum in Bordeaux, France.

Celebrating global wine cultures, the museum attracts hundreds of thousands of trade and consumer visitors each year.  This landmark partnership is designed to amplify Victoria’s global reputation as a premium wine region and showcase the quality, diversity and innovation of Victorian wine producers.

The first year of the partnership generated strong international media coverage and trade interest, elevating both the Victorian wine industry and the individual brands featured.

Expressions of interest have now closed.

Selected wines will be featured at La Cité du Vin for up to one year starting February 2026, and may also be featured in exclusive tastings and events hosted by the museum.

Visitors to the museum will also be able to request tastings of the wines during their visit.

Who should apply?

Victorian wineries currently exporting to the UK and/or Europe regions — and with an interest in growing in France — are encouraged to apply.

Why you should apply

Victorian wineries selected for this opportunity will benefit from high-profile exposure through La Cité du Vin’s tasting and event programs—driving brand awareness, building international credibility, and encouraging product trial.

The museum welcomes around 400,000 wine-engaged visitors each year, with an even split between French and international guests. Spain, the UK and the USA lead the international visitor base, making it a strategic platform for brand visibility in key markets.

As the fourth most visited museum in France outside of Paris, La Cité du Vin has attracted over 2.7 million visitors from more than 180 countries since opening to the public on 1 June 2016—firmly positioning itself as a global hub for wine appreciation.

Representation at the museum is a unique opportunity to place Victorian wine alongside the world’s best, and to connect with European and global wine trade, media and consumers.

Why La Cité du Vin?

Situated in Bordeaux, La Cité du Vin is a new generation museum where wine comes to life through an immersive, sensorial approach, all set within an evocative architectural design.

La Cité du Vin gives a different view of wine, across the world, across the ages, across all cultures and all civilisations. The museum invites visitors on a lively, eye-opening journey around a world of wine and culture.

Standing 35 metres off the ground, the viewing platform is the literal high point of the visit, allowing visitors to discover Bordeaux, accompanied by a glass of wine of their choice from their vast international partners’ selection.

What's included?

There is no cost to wineries to participate. Global Victoria will support the following costs:

• Procurement of wines: Wines must be available for purchase in Western Europe or the UK.
• Promotion of wines and wineries showcased.

What's not included?

• Freight costs: Global Victoria will be procuring wines in market and will not be freighting wines from Australia.
• Marketing materials: Participating wineries will be required to provide supporting marketing assets, including a short brand deck, product images, and tasting notes for each selected wine.

Our Terms and Conditions

Before applying, familiarise yourself with Global Victoria's terms and conditions for participating in its Trade Mission program.

Contact us

Get in contact with us by emailing sarah.may@global.vic.gov.au to learn more about the program.