Halliday Trade Forum

By Halliday Wine Companion

Don't miss the annual Halliday Trade Forum happening on Thursday August 8.

Join us for the annual Halliday Trade Forum taking place Thursday August 8, 2024 at Sophia in the Prahran Arcade, Melbourne. This is sure to be an inspiring day of valuable insights from an impressive roster of thought leaders and innovators making waves in the wine and media industries.

Who is it for? 

No matter which sector of the wine industry you work in – from winemaker to retailer, distributor to brand marketer – the Halliday Trade Forum is the essential conference to attend in 2024.

Secure your tickets for this unmissable opportunity happening the day after the 2025 Halliday Wine Companion Awards. Be sure to extend your trip if you're attending the Awards night so you don't miss this fantastic opportunity to collaborate with industry experts.


Event details 

Where: Sophia, 282 Chapel St, Prahran

When: Thursday August 8, 2024

Time: 9:00am–3:00pm

Price: $300 + booking fee



9.00–9.25am: Registration, coffee and light refreshments 

9.25am: Official welcome

9.30am–10.30am: Session 1: Australian Wine Trends: A Deep Dive featuring a presentation of key findings from the latest Halliday Wine Companion. 

10.30am–11.00am: Morning Tea and networking break 

11.00am–12.30pm: Session 2: Navigating China's Evolving Market: Opportunities for Australian Wine. China's wine market is changing. We'll explore the current trends, what lies ahead for Australian wine, and how wineries can adapt and thrive in this new environment.

12.30pm–1.30pm: Networking lunch 

1.30pm–3.00pm: Session 3: Workshops 

The afternoon will be broken up into two streams which you can select from: 

Workshop 1

Demystifying AI: Trends & Applications 

Join us for an interactive workshop led by AI expert Tim O'Neill, co-founder of Australia's first generative AI experience agency, Time Under Tension. 

This workshop will provide an overview of generative AI with a focus on how wine industry professional can use available tools to help in marketing, promotion and for internal operations. It will cover the fundamentals such as ChatGPT, through to more advanced and future-looking use cases. You will leave with practical ideas for how to use generative AI in your business. 

Workshop 2

Beyond The Bottle: A Chardonnay Masterclass 

Australian chardonnay is on fire right now, with the best wines having a perfect balance between richness, refinement and complexity. Taste a spectrum of styles from around the nation and see for yourself why Australian chardonnay is one of the secrets of the fine wine world. 

The Australian Chardonnay Masterclass will be led by Tasting Team member Toni Paterson MW who is an expert on the Hunter Valley and Pyrenees wine regions. 

More information about the morning sessions, including the panelists, will be announced in the coming weeks. 

Tickets include substantial morning tea and lunch. There are strictly limited places available. Choose your preferred afternoon workshop and reserve your place. 




The Halliday Trade Forum is brought to you in partnership with... 

 Awards sponsors lockup