The event organized by Veronafiere
confirms Shenzhen as the most appealing location for buyers,
HoReCa operators, mixology bar tenders and influencers from all
over China, Japan, Singapore, South Korea, Taiwan, Hong Kong and
Macao - with the latter cities joining Shenzhen to make up the
trio of Greater Bay Area capital cities. Many Masters of Wine
and Master Sommeliers are also present.
Starting with this edition, the offering will be expanded with
the debut of SOL2EXPO.
Shenzhen, 9 May 2025 - Five hundred exhibitors from 30
countries, including 50 Italian companies in an all-Italian area
set up in collaboration the ICE Trade Agency, not to mention
15,000 operators expected from China, Japan, Singapore, South
Korea, Taiwan and Hong Kong, Macao and Shenzhen, the economic
trio of 67 million inhabitants of the Greater Bay Area. These
are the facts and figures for the 3rd Wine to Asia event, the
largest wine and spirits community in the area represented by
the international show opening today in Shenzhen (Convention &
Exhibition Center - Futian) until 11 May. Organized by
Veronafiere Asia and Vinitaly, "the event combines a business
DNA with an experiential lifestyle programme for Chinese and
more generally Asian consumers.
The event enjoys the strong backing of the Italian government
with the Embassy, Consulate, and ICE Trade Agency in the front
line, joined all the more, as of this year, by CCIPT Shenzhen,
the government body for the international trade promotion", said
Simone Incontro, director of the Veronafiere office in the
People's Republic of China. A change of perspective for the
trade fair event that sees the Greater Bay Area as its starting
point and the whole of Asia as its strategic horizon.
Innovations at this year's growing edition include the debut in
China of the California Wine Institute, Bettane Desseauve, the
authoritative French wine media and criticism institution, and
SOL2EXPO. The Veronafiere show for the olive oil supply chain is
taking part in Shenzhen with a programme of events ranging from
masterclasses and guided tastings of products taking wards at
the Sol d'Oro Competition, to mixology ideas based on extra
virgin olive oil with exhibiting companies from Italy, Spain,
Greece and China.
"Once again this year, Vinitaly takes its successful business
model to Shenzhen in Southern China, the economic hub of the
Greater Bay Area," said Massimo Ambrosetti, the Ambassador of
Italy to China during the inaugural ceremony. "In just a handful
of years, Wine to Asia has established itself as a strategic
event confirming the enormous interest in quality food and wine
in this region. Wine," the Ambassador went on, "is not merely an
export product but also and especially a central feature of the
Italian identity and culture. I firmly believe that initiatives
such as this help importers and consumers gain a better
understand the quality and value of our products. Efforts to
support our companies, especially those in the agro-food sector
looking at China with growing interest, take into account
constantly increasing demand for top-quality products by Chinese
consumers."
For three days, Wine to Asia in Shenzhen will be centre of
gravity of a market worth approximately 9.4 billion dollars as
regards consumption of imported wines in Asia's main demand
countries (China, Japan, South Korea, Thailand, Vietnam, India
and Philippines). Analysis by the Uiv-Vinitaly Observatory based
on IWSR figures conducted on the occasion of Wine to Asia
suggests that after the sharp decline 2019-2023 caused by
falling consumption in China, the market will resume growth,
with a forecast of +16% from 2024 to 2028 (to 10.9 billion
dollars). In more detail, consumption of imported wines will
grow above all in China by 23% (to 4.4 billion dollars) and
South Korea (+28%) but also in Vietnam, India, Thailand, and the
Philippines, with two-figure increases of even up to 30%.
Haobo Yang, Deputy Director General of the China Council
Promotion of International Trade in Shenzhen, confirmed that the
metropolis "connects global markets with as area of strong
development in terms of both trade and the industrial
eco-system, with a GDP in 2024 coming to 453 billion euros, with
growth of 5.8%".
This area in particular, and China in general, offers enormous
potential for Italian wine and spirits producers, as Francesco
Pensabene, Director of the ICE Trade Agency for China and
Mongolia, pointed out: "ICE is involved with the largest
collective grouping of Italian wines on the Chinese market where
Italian products enjoy top-level positioning in terms of
consumer perception as they become increasingly refined,
informed and attracted by the history, culture and territories
of origin of Made in Italy labels."
15 master classes and tastings are scheduled for Wine To Asia.
These include one guided by the founder of the World Marselan
Day, Jim Boyce, with a tasting embracing more than 40 bottles of
Chinese Marselan and whisky. "European Quality Wines: Taste the
Difference. A journey through Italian Regions" by Unione
Italiana Vini, guided by Filippo Bartolotta. The "Is Wine Dead?"
comparison, on the other hand, is entrusted to MW Debra Meiburg.
The Loong's Toast x YGCW pavilion also returns, showcasing the
new Chinese wine movement, while the "Wine on the Go: "Nomadic
Winemakers & Local Terroirs" master class will feature three
young Chinese winemakers - Luo Yuchen, Ian Dai, and Ma Jie.
The inauguration ceremony was attended by the Consul General of
Italy in Guangzhou, Valerio DeParolis, Daniel Nikolić, Assistant
to the Secretary General of the Republic of Serbia, and Consuls
General in Guangzhou, Gina Andreadi from Greece, Daniel
Dominguez (Mexico), Renato Hovrath (Hungary),Gonzalo Rubilar
(Chile), JonAnn Flemings, Director of the US Agricultural Trade
Office in Guangzhou, the President of the Italian International
Chambers of Commerce in China, Lorenzo Riccardi and Massimiliano
Tremiterra, head of the ICE Trade Agency office in Guangzhou.
ALL RIGHTS RESERVED © Copyright ANSA
