Shenzhen, 9 May 2024. The second edition of Wine to Asia, the international wine and spirits exhibition organized by Veronafiere-Vinitaly, opens today in Shenzen with 520 companies from 30 countries - including 120 Italian wineries. Scheduled until 11 May c/o the Futian Exhibition Centre, Wine to Asia ranks among the most important wine promotion events in the Greater Bay Area, the large, rapidly expanding hub in the world that takes in Hong Kong, Macao and nine cities in Guangdong Province, including Shenzhen.
Nine exhibition halls represent as many wine-making countries (Italy, China, Serbia, Slovenia, Argentina, Georgia, Uruguay, Mexico and South Africa). The Italian delegation is once again as the largest in a sector event in Asia. Fifty companies are hosted in the 'Italian Pavilion' designed by the ICE Foreign Trade Agency, while the other 70 - including the Franciacorta Tutelage Consortium - are to be found in other sites around the exhibition.
The high-level impact of attendance from Italy was emphasised by the Italian Ambassador to China, Massimo Ambrosetti, speaking at the inauguration ceremony: "Italian culture is essential for promoting Italian excellence since it defines our identity. We are naturally bonded to a dimension of civilisation where wine is perhaps the most iconic aspect. This is held in especially high regard in China, especially among younger generations fascinated by Italian history and its thousand-year-old food and wine culture based on strong bonds with very diverse local areas. This extraordinary richness distinguishes Italy, fascinates Chinese people and has a positive impact on the market. And Italy confirms its status as the absolute protagonist of Wine to Asia 2024: the fundamental platform for international wine sector operators to grow business in southern China."
The President of Veronafiere, Federico Bricolo, commented: "Involvement by Italian companies in the incoming campaign from Italy implemented by Veronafiere's own delegates and the ICE Foreign Trade Agency demonstrates constant interest in this geo-economic area, which should still be considered as a potential market. This is why monitoring is now more fundamental than ever, in the light of certain signs of change, starting from the results for Italian wine imports in the first quarter 2024, turning in a positive performance again in terms of value front at +4%. Additionally, growth in terms of average price and a greater propensity towards high-quality products with strong local area expressiveness, especially in the out-of-home sector, are the main features of a possible reversal in trends that must be grasped."
This is also why promotion must involve opinion leaders such as Liu Fangfei, one of China's best-known television journalists and influencers with millions of followers. He has produced a great many reports dealing with culture and wine, and in particular Italian wine. Inasmuch, he was given the Vinitaly Award 2024 "in recognition of his commitment to disseminating the values expressed by Made in Italy in the food and wine sector".
The Greater Bay Area (GBA) is a key market, handling almost 40% of Chinese goods in transit. As the Uiv-Vinitaly Observatory commented, it is also a vital area for wine imports: in 2023, more than 40% of Italian wine destined for China and the 2 former colonies passed through the GBA, a share that rises to 64% if we consider overall Chinese wine imports. This area enjoys strong connections with the entire Far East as well as being strategic in relation to the market in China itself: Guangdong Province alone (about 80 million inhabitants) accounts for 25% of total Italian wine imports into China. The Chinese wine market is changing rapidly: the downturns seen over the last three years have been partially offset by the trend towards demand for higher quality, with a relative significant increase in the average price of Italian wine in the last 18 months. Euromonitor estimates an increase in still wine sales of 3.7% by 2027, with above-average growth for rosé and red wines, which represent 76% of consumption in China. Yet the real wager may well turn out to be sparkling wine, even in China, with an increase in value estimated by Euromonitor in the medium term of 57%. This positive trend – as Uiv-Vinitaly Observatory highlights – may already be underway: in the first quarter of 2024, imports of Italian sparkling wine grew in value by 32%, with a percentage of total Italian sales in China improving to 11%.
Wine to Asia, which hopes to repeat attendance of more than 15,000 buyers from the Far East, features six focus areas that complete the event offering: Top 100 Chinese Wines Lounge by Lili Zhu; Hey Whisky; Living Wine, the international natural wine area, with the début by Vi.Te producers; Champagne Lounge; The Hunter Gallery and the VIP Lounge with the Grana Padano Consortium (Parmesan Cheese) as exclusive partner. The four main Italian wine importers (Globally, Zefiro, Sarment and Interprocom) are also attending, joined by De Longhi with a new format focusing on home design.
The Director General of ICE Guangzhou Agency, Massimiliano Tremiterra said: "Shenzhen, in Guangdon Province, is the city posting the highest growth rate in China. Italian agro-food products and wine are particularly popular here. We approve and support Veronafiere's decision to organise a trade fair in Shenzhen to promote Italian wine. We believe it is strategic to work together to bring important Italian wine-makers along to Wine to Asia: it is essential to be present in person and promote the culture of Italian products in China. This type of investment is necessary because this market still boasts excellent potential for growth. We must work to spread our culture in general terms. We must make Italy more well known together with its excellence in food and wine fields."
As for content, the three-day event at the Convention Centre boasts a programme of around 40 events - including seminars, tastings, pop up talks and a schedule of master classes led, in alternation or jointly, by a trio of MWs (Andrea Lonardi, Cassidy Dart and Julien Boulard), the only Master Sommelier in China, Lu Yang, and wine educator JC Viens.
The inauguration of Wine to Asia was attended not only by the Italian Ambassador to China, Massimo Ambrosetti, and the President of Veronafiere, Federico Bricolo, but also by: Valerio De Paolis, Italian Consul General in Guangzhou; Massimiliano Tremiterra, ICE Trade Agency Office in Guangzhou; Lorenzo Riccardi, Italy-China Chamber of Commerce; Gianni Di Giovanni, European Chamber of Commerce in China as well as Alan Hung, Managing Director of Shenzen Pacco Communication, and diplomatic representatives of the other exhibiting nations.
Official halls of exhibiting countries: Argentina (promoted by the Argentine Consulate in Guangzhou and Wines of Argentina); China and Eurasian countries (China Eurasian Business Council); Georgia (LEPL National Wine Agency); Italy (ICE Trade Agency); Serbia (Open Balkan - Wine Vision); Slovenia ; Uruguay (Consulate of Uruguay in Guangzhou); South Africa and Yantai.