When Simone Incontro first arrived in China in 2007, he was a journalist hoping to explore China beyond economic statistics. Little did he know that his curiosity about this dynamic country would evolve into a passion — one that would eventually lead him to become the driving force behind Wine to Asia, an international wine and spirits trade fair in Shenzhen.
Wine to Asia has opened its doors for its third edition, running from today to Sunday.
Speaking in the lead-up to the event, Simone Incontro, who serves as the China representative for Veronafiere (the Italian trade fair giant behind the showcase), shared his reflections with Shenzhen Daily.
He discussed his personal journey, the unique "DNA" of both the exhibition and Shenzhen, and what makes the city an ideal home for such a global event.
From journalist to wine advocate
Incontro, a native of Verona, Italy, was initially drawn to China in 2007 because he wanted to explore the country's cultural richness — something that cannot be done through sterile numbers. His first sojourn was a several-month stay in Shanghai, after which he worked as a journalist reporting on the 2008 Beijing Olympic Games.
His path took a turn when he began working for Veronafiere, a leading global organizer of wine and spirits events. He saw the potential for a major wine trade fair in Shenzhen, a city he describes as "the future."
"Shenzhen is a young, dynamic city with a vibrant future. The energy here is palpable, and I knew this was the place where we needed to establish Wine to Asia," Incontro said.
Incontro's dedication to Wine to Asia led him to relocate to Shenzhen in 2021, as he recognized the need to be immersed in the local market to ensure the success of the event.
The decision to base the event in Shenzhen was strategic, according to Incontro. As the economic powerhouse of the Guangdong-Hong Kong-Macao Greater Bay Area, Shenzhen serves as a gateway to China and Asia, making it an ideal hub for international trade.
He added that it is also important to recognize that Shenzhen is not only a hub for traditional wine merchants but also for new buyers emerging from various sectors. This evolution signifies a promising trend for wine traders who are keen on engaging with these new buyers, thereby expanding the market and enriching the wine culture in Shenzhen.
A trade fair with Shenzhen DNA
From the beginning, Wine to Asia was designed to embody the same spirit as its host city: innovative, forward-thinking, and unafraid to break conventions. "The city's innovation-driven DNA and vibrant entrepreneurial spirit align perfectly with Wine to Asia's values," Incontro shared.
Launched in 2023, Wine to Asia was conceived as more than just a trade show — it was envisioned as a cultural and commercial nexus for the wine and spirits industry. Unlike traditional fairs focused solely on transactions, Wine to Asia emphasizes education, innovation, and community-building.
Incontro explained that Wine to Asia distinguishes itself from traditional wine fairs by embracing diversity and innovation. The event features exhibitors from over 30 countries, showcasing a wide range of wines, spirits, and mixology products. It also hosts engaging activities such as masterclasses, forums, and networking events that foster a sense of community among industry professionals and consumers.
"We didn't want this to be just another exhibition where people walk in, taste wine, and leave," Incontro stated. "We wanted to create an experience — a place where sommeliers, distributors, and casual enthusiasts could engage with winemakers, attend masterclasses, and discover emerging trends."
Incontro believes that Wine to Asia has the potential to become the leading wine and spirits event in Asia, and his team will continue to work hard to deliver a high-quality experience and contribute to the growth of Shenzhen's wine scene.
"My aim is to make Wine to Asia a leading project in the long run. If you're looking for wine, spirits, and mixology, you need to come to Wine to Asia. You need to come to Shenzhen," he stated.
Incontro also aspires for the event to garner increased involvement from the city, further incorporating elements of innovation and technology.
A legacy of passion and vision
Feedback about the first two editions of Wine to Asia was positive, with the fair receiving strong industry support, diverse participation, and positive visitor experiences, according to Incontro.
Featuring a number of new highlights, this year's fair goes beyond the traditional trade fair model, evolving into a comprehensive experience that blends business, education, lifestyle, and cultural elements.
It is expected to welcome over 20,000 attendees, with over 500 exhibitors from more than 30 countries showcasing a diverse range of wines and spirits.
This year's edition also carries an emotional weight for Incontro. Not only does it mark another milestone in the event's rapid growth, but it also serves as a tribute to a late team member whose passion and vision helped shape the fair into what it is today.
"He was a true visionary who believed in the potential of Shenzhen and Wine to Asia. His legacy will continue to inspire us as we strive to make this event a success," he said.
