On November 21, 2024, Wine Channel hosted the final event of the Italian Wine Promotion Tour in Chengdu, China, in collaboration with the Chinese company WINECON. Chengdu, a city of 22 million people, boasts a vibrant network of restaurants, bars, and leisure venues, making it a strategic hub for Italian wines entering the Chinese market. 
The event attracted 200 industry professionals, including buyers, distributors, and representatives from the hospitality sector, who explored and tasted 114 premium wines presented by 11 Italian wineries. This roadshow provided a significant opportunity for Italian wineries to connect with the Chinese market and strengthen their relationships.
Due to increasing consumer interest and the strong influence of local culinary culture, Chengdu has gradually emerged as one of the key target cities for Italian wines in the Chinese market. As Bob, a bar owner in Chengdu, commented:
“Among the many events I’ve attended over the years, this one stands out as the best. Italian wineries showcased high-quality red, white, and sparkling wines. It was a true pleasure to taste so many exceptional wines. I hope there will be more events like this in the future, especially those focused on rosé wines, as they are particularly popular among us bar owners and hospitality professionals.”
A seasoned local wine importer also shared his enthusiasm for Italian wines and his perspective on their position in the Chinese market:
“I came here today because I know there’s currently significant demand for sparkling wines in China, especially those from Friuli and Prosecco, which are personal favorites of mine. These wines haven’t fully tapped into the Chinese market yet, and I’m optimistic about Prosecco’s future prospects here. I also hope that more Italian wineries will promote their products in China in the future.
Additionally, I’ve noticed that Piemonte’s Asti, which has been successful in the Chinese market, is becoming oversaturated. The demand for sweet wines is declining due to market saturation and changing consumer preferences. However, I believe Prosecco has excellent potential in China, and I look forward to more Italian wineries offering us a wider range of products and choices. Thank you.”
During the event, attendees had the chance to get up close with exceptional wines from 11 Italian wineries representing different regions:
- Maiora Wines: Falezze, Vaona, Marchesi Di Barolo, Cascina Del Monastero, Villa Spinosa, Tua Rita, Poggio Argentiera, Castiglion Del Bosco, Tenuta Prima Pietra
- Peppe Buio Winery
- Cantine Aldegheri
- Pietro Cassina
- Cantine Risveglio
- Rosarubra & Torri Cantine
- Vigne del Malina
- Perlino
- Cozzarolo
- Italian Wine Selections: Franco Conterno, Green Firm, Poderi Parpinello, Reguta, Tenuta Del Priore
- Vinnovative: Tenimenti Civa, Reguta, Castino, Tombacco, Trambusti, Cantina Chitarra, Villa Canestrari, Azienda Valle
With its rich culinary culture and growing interest in high-quality products, Chengdu has proven to be a crucial hub for expanding Italian wines in the Chinese market. The success of this event showcased the immense potential of Italian wines in China.
Wine Channel’s CEO, Valentina Tenaglia, summarized the Chengdu event as follows:
“Chengdu is a strategic city in the Chinese market. With its vibrant network of restaurants, bars, and entertainment venues, it has rapidly risen as an essential hub for Italian wines in China. Thanks to the growing interest of local consumers and the strong influence of culinary culture, the enthusiasm of guests, from bar managers to wine importers, highlighted not only the value of our wines but also the potential of Italian wines to meet the increasing demand for high-quality products among Chinese consumers.”
