Wine to Asia opens with strong Italian presence

Video and photos by Wang Haolan

The air in Hall 3 of the Shenzhen Convention and Exhibition Center in Futian District was filled with the aroma of wine and clinking of glasses Friday morning as the third edition of the Wine to Asia Shenzhen International Wine & Spirits Fair (Wine to Asia) opened. 

More than 500 premium wineries and renowned brands from over 30 countries, including Italy, the U.S., New Zealand, Spain, Australia and South Africa, are present at the fair, which is free to the public and will run through Sunday.

An exhibitor smells the wine before tasting it Friday.  

Hosted by Veronafiere, a prestigious international trade fair and exhibition organizer based in Verona, Italy, Wine to Asia has established itself as an iconic professional event in the wine industry and a vital platform connecting Italian wine producers and Chinese buyers.

Following thefair’s opening ceremony, Italian Ambassador to China Massimo Ambrosetti, together with Simone Incontro, general manager of Veronafiere in Greater China, and Francesco Pensabene, trade commissioner of the Italian Trade Agency (ITA) Beijing Office and ITA’s coordinator for China and Mongolia, officially unveiled the Italian National Pavilion.

This year's Wine to Asia attracts 500 premium wineries and renowned brands from over 30 countries.

Notably, this year’s Italian National Pavilion, organized by the ITA, boasts 50 Italian wineries. “The Italian National Pavilion is the largest Italian pavilion organized in any fair in China this year. It includes some of the distinguished wine producers from all regions of our country,” noted Valerio De Parolis, Consul General of Italy in Guangzhou, during the opening ceremony of the fair.

“In 2024,Italy has confirmed its position as the largest wine producer. One-fifth of the wine produced in the world comes from Italy,” the Consul General continued.

A variety of wines are showcased at the event.

During the three-day event, buyers and visitors alike cantake part in more than 30 master classes, including thematic courses given by renowned Italian wine journalist and educator Filippo Bartolotta. Additionally, the fair has, for the first time, curated a special Italian food section where visitors can savor Italian olive oil and Grana Padano Cheese, according to the organizers.

During an interview with Shenzhen Daily, Incontro acknowledged the significance of the Shenzhen and the Greater Bay Area (GBA) market for Wine to Asia. “The GBA is one of the most interesting areas in Asia and in the world. If the GBA is important, Shenzhen is the place. We want to bring quality wine to Shenzhen because the city deserves quality wine. So, in a humble way, we try to build something professional, international, and connected to the young consumers in Shenzhen,” Incontro explained.

An exhibitor pours a visitor a glass of wine for tasting.

Despite uncertainties posed by the current trade environment, Pensabene is optimistic about the growth of the Italian wine sector in China. “I personally believe that China is a strategic market to us, and Italy’s market share will be higher in the years to come. Italian companies are very much devoted to build up great businesses with Chinese companies. I feel quite confident and positive about the future. I believe the global trade will recover and we’ll catch opportunities and perspectives coming from the new waves,” he affirmed.

Visitors can scan the QR code to sign up.

Italian wines, celebrated for their diversity and unique flavor profiles, are highly favored by Chinese consumers. In the first quarter of 2025, Chinese wine imports continued their growth trajectory, with the import value of Italian wines exceeding 24 million euros, a 2.1% year-on-year increase.