As Published in
National Liquor News :
June 2026
How quality is driving potential for Greek wines in Australia
Greek producers are betting on premium positioning, storytelling and quality to grow Australian retail opportunities.
The recent Greek Week trade days held in Brisbane, Sydney, Melbourne and Perth saw a delegation of Greek winemakers bring their wines to the Australian trade in a bid to drive awareness and engagement with the region.
The events, which were co-funded by the Greek government, were organised by Déjà Vu Wine Co alongside Eleni Blouchou, Managing Partner at Stelka Comms. Blouchou manages the National Promotional Program on Wine for the Australian market and also works with a number of Greek wineries on their marketing and communications strategies.
Speaking to National Liquor News, Blouchou said the quality of Greek wines has evolved significantly over the last 20 years, something reflected in the wines showcased during Greek Week.
A new generation of winemakers
Explaining that evolution, Blouchou said:
“First of all we have winemakers that are studying Vinology and leading figures have travelled abroad to study winemaking, mainly in France, and then they returned and they started making quality wine because they were trained to do so.
“And now their children, which is the next generation, they take the lead and still they study but they studied in Italy, they studied in the USA, so they are very international and also this helps with their communication and they can exchange ideas. It is easier to get in contact with people that are in the same industry.
“We also had support from the European Union to modernise the wineries, to have equipment that works better and this helps to make a much better wine.”
Blouchou said that focus on quality is also extending into vineyard practices, with producers placing greater emphasis on fruit quality and sustainable viticulture.
“We are trying to get back to the origin and be more careful with the work in the vineyard, this is where the wine starts and if you have a good fruit, it’s very difficult to spoil it.
“And we have a lot of organic wine; we have biodynamic wine.”
Premium positioning for Greek wine
While Blouchou said Greek wine is unable to compete at the entry-level price point because vineyards are small and much of the work is done by hand, she believes the value proposition is strong in the premium category.