The sixth edition of the Vinitaly China Roadshow began in Beijing (September 2–6), marking the first leg of a trip aimed at promoting Italy’s rich wine heritage. Veronafiere is now ready for its next two stops: Changsha, an important domestic tourism destination, on September 13; and Hangzhou, the famous “water city” described by Marco Polo and site of the upcoming 19th Asian Games, on September 15.
The Resilience of Vinitaly China Roadshow
Veronafiere President Federico Bricolo highlighted the resilience of the roadshow, emphasizing that it has remained active even during the challenging years of the pandemic. “Our roadshow is the only event that didn’t stop, even during COVID. Its business-oriented and communication-driven approach has positioned it as the premier event for Italian wine in China, bolstered by our longstanding collaboration with the Ministry of Foreign Affairs, the Italian Embassy and Consulates, the Italian Trade Commission, and Ice-Agenzia.”
This year, 60 Italian wine producers will participate, representing about 600 wine brands. The roadshow also welcomes major importers such as Sinodrink, Interprocom, Pietra Rossa, Zefiro, Sarment, and CWS, exhibiting strong market interest despite China’s current slump in overall wine imports.
Italian wine consumption in China
Maurizio Danese, CEO of Veronafiere, expressed optimism about the evolving dynamics of wine demand in China. “Despite a contraction in Chinese wine imports, we are seeing encouraging signs, particularly with a higher focus on quality selection. In the last six months, the average price of Italian wine has increased by 32%, and our price lists are now, on average, 40% higher than the Chinese market import average. Vinitaly’s goal is to strengthen its presence in what we believe will be the most strategic market in the medium to long term, with consumption expected to grow by 4.1 million hectoliters over the next 15 years.”
In addition to the walk-around tastings for professionals and the media, the Vinitaly China Roadshow will include five masterclasses in three locations. These will be conducted by renowned wine experts such as Chinese Master Sommelier Yang Lv, Master of Wine Fongyee Walker, and acclaimed wine educator Sophie Liu.
Ice-Agenzia will also offer two unique courses named “I Love Italian Wines” as part of the roadshow to certify over 100 new Italian wine ambassadors in Changsha and Hangzhou.
The roadshow will also appeal to wine lovers with the fourth edition of Italian Wine Week, a large-scale event involving over 90 bars, bistros, e-commerce platforms, and retail shops in three cities. This campaign, created by Veronafiere and its operational office in China, in collaboration with local partners ValuedShow, Grape Wall of China, Changsha Eurasia, and Lookvin, represents an unprecedented effort to reach not just importers but also the country’s top sales accounts.
