More than 40 key Chinese distributors, wholesalers and retailers will attend a networking event to promote Australian food and wine at Austrade's Business Club Australia in Beijing today (August 18).

The event is one of eight specially themed seminars and trade shows organised by Austrade in Beijing during the Olympic Games to provide Australian companies that have potential to meet China’s maturing consumer taste the opportunity to improve their business prospects there.

"Business Club Australia represents a unique opportunity to profile and present Australian business strengths with one voice, at one time, and in one location, while the world’s focus is on the Beijing Olympics," said Austrade's Shanghai-based Trade Commissioner, Julie-Anne Nichols.

"It's a particularly strong opportunity to showcase Australian strengths as a supplier of quality food and beverages, including wine, in a festive and celebratory atmosphere."

China has overtaken Japan as Australia's number one wine market in the Asia-Pacific Region, with sales rising $10 million last year alone. Its demand for wine has increased dramatically as a result of a rapidly emerging middle class and professional caste that are becoming enamoured with wine, including a newly empowered female demographic.

"Rising awareness of the benefits of healthy, natural and organic foods is also seeing a shift in consumer tastes, and Australia's clean and green nation brand profile can help exporters get the attention of customers and distributors," Nichols said.

"Austrade has identified many opportunities in wine and other Australian beverages including juice and water, which continues to rise in popularity as western tastes influence local consumer choices."

Australian producers whose products will be showcased at today's event include Jacob's Creek, Wirra Wirra Wines and Tasmanian spirit maker, Strait Drinks, which is about to sign a multi-million dollar deal with a Beijing-based distributor.