In response to the health emergency COVID 19, and as part of promotional initiatives in favour of Italian wine, ICE – the Italian Trade Agency for the promotion abroad and the internationalization of Italian companies – organizes a free participation for Italian companies to Wine to Asia 2021 to be held in the Chinese city of Shenzhen from 8 to 10 June 2021.

The event, hosted at the largest and most modern exhibition center in the world, the Shenzhen World & Exhibition Center, is the new exhibition dedicated to professionals in the wine sector in the Asia / Pacific area.

Poster of the event “Wine to Asia 2020

Promoted by Veronafiere-Vinitaly, together with Pacco Communication – one of the most important company for marketing and promotion of wine and spirits in China –, the first edition of Wine to Asia was inaugurated on November 21st and saw the participation of over 200 exhibiting companies from all over the world, with a strong presence of Italian companies. Even this year, there will be three days of meetings, tastings and networking opportunities where international producers will be able to meet the most important Asian buyers.

The global consumption of wine and spirits has been influenced by the Asian market for years. In particular, wine imports to China account for 8% of the world one with a value of € 2,414,900,000. In Shenzhen there are over 3,000 wine and spirits importers and, after Beijing and Shanghai, the city is the third largest in China for economic importance.

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Although there is a growing attention from Chinese consumers to health and quality and, consequently, an exponential growth in the sale of the “Organic” sector (CAGR 2018/2010 + 923%). wine still encounters the difficulties of an official recognition of Italian and European certifications. Furthermore, although there was a contraction in domestic consumption in 2020, there is a recovery in 2021 which will lead to a stabilization of consumption.

In this context, Wine to Asia represents an excellent opportunity for Italian companies to create new commercial outlets in an area of strategic importance for the growth of the marketing of Italian wine and to gain ground between the French, Spanish, New Zealand, Australian and Chilean competition.