Wine exporter Lester D. Solden said Malaysia was Australia's fastest growing export market currently, not in absolute value but in percentage terms.

The interest, said Solden who is director of Asia Wine Connection Pty Ltd, was due to competitive pricing, marketing strategies and the response from Malaysian trend setters, who are the company's target buyers.

"The 18 to 35-year-olds here are setting the trend for things to come. They want to try new things and Australian wine producers are giving them that opportunity," said Solden.

"There is flexibility on the part of Australian wine makers. Rather than imposing a style on people, they develop the style most suitable for the market," said Solden.