At this year's Wine to Asia Shenzhen International Wine & Spirits Fair, Italy has emerged as the most prominent participant, fielding the largest national delegation of any country—a clear signal of its deepening commitment to the Chinese wine market.
Organized by Veronafiere, the 2025 edition of Wine to Asia opened on May 9 in Shenzhen and will run through May 11. It features over 500 exhibitors from more than 30 countries, with Italy alone bringing 50 wineries from across the country. "China is a fundamental market for us — that is why we are here, with a delegation of 50 companies," said Francesco Pensabene, the trade commissioner of the ITA Beijing Office. “We attach the greatest importance to the wine sector here, but not only that; we see a long-term strategic horizon in China.”
So, why is Italy so invested?
A strategic market with rebound momentum
According to Chinese Customs data, 2024 saw a major rebound in wine imports — surging by over 37% year-on-year to reach €1.4 billion. Italy alone accounted for €97 million, ranking fourth and capturing 6% of the market share. In the first quarter of 2025, imports of Italian wine continued to rise, up 2.1% year-on-year to €24 million.
"The market is expanding, and Chinese consumers are becoming increasingly sophisticated in a very positive way. We believe Italian companies are very much looking forward to coming to China," Pensabene added. "That's why we had to be in Shenzhen."
Why Italian importers value China
For Cristina, a veteran Italian wine importer who has worked in China for over 12 years, the Chinese market offers three clear advantages: scale, growth potential, and stability.
"All of China is important. First, it's a big country. Second, the wine market is growing again. And third is the stability of trade policies here, especially around duties," she explained. "We always know the duties in advance. They don't change suddenly, and that gives people a sense of safety in doing business."
The Italian Trade Agency has confirmed that it will continue to invest in China through 2025 via a combination of offline events, retail promotions, and educational programs. As China's wine market matures and rebounds, Italy is positioning itself not just as a supplier, but also as a long-term partner in developing wine culture in China.
Reporter: Li Fangwang
Video, Poster & Photo: Li Fangwang
Editor: Hu Nan, James, Shen He
