Wine Channel with Abruzzo Wine Protection Consortium’s China Tour: A Cross-Cultural Wine Celebration
In March 2025, the Abruzzo Wine Protection Consortium, in collaboration with the Wine Channel, embarked on a grand journey across China, making stops in Shanghai, Chengdu, and Guangzhou. This tour brought an enchanting fusion of Eastern and Western wine cultures to life. From a modern tasting along the banks of the Huangpu River to a gastronomic encounter in the heart of Sichuan and a professional dialogue at the Pearl River port, Abruzzo wines showcased their unique charm, offering Chinese consumers and industry professionals an unforgettable Italian sensory experience.
Shanghai: A Dazzling Debut of Diverse Flavors
Shanghai, the first stop of the tour, provided an international stage for Abruzzo wines to shine. Thirteen wineries presented their Trebbiano and Pecorino white wines, challenging market perceptions, while the Montepulciano Masterclass saw a full house. Wine expert Sabina Yang guided attendees through 11 distinct Montepulciano red wines, highlighting their diverse expressions from fresh and vibrant to complex and structured: “Every wine found its admirer—this is the magic of wine.”
Davide Acerra, representative of the Abruzzo Wine Protection Consortium, noted, “Shanghai consumers have shown a rising interest in white wines, while the depth and structure of our reds continue to captivate.” The event’s impact extended beyond the venue through a live-stream collaboration with Douyin influencer Dennis, engaging thousands of wine enthusiasts online.
Chengdu: A Passionate Encounter Between Food and Wine
At the Chengdu Wine Fair, the Abruzzo Wine Protection Consortium’s pavilion drew continuous crowds, captivated by the exceptional terroir of this Italian wine region.
Montepulciano d’Abruzzo, the star of the show, took center stage. During a tasting session led by Sabina Yang, eight carefully selected wines impressed attendees with their firm tannins and rich fruit aromas, perfectly complementing the bold and spicy flavors of Sichuan cuisine. “Abruzzo reds pair remarkably well with China’s diverse regional cuisines, particularly the complexity of Sichuan dishes,” Yang remarked.
During the wine fair, the Abruzzo Wine Protection Consortium and the Wine Channel co-hosted an exclusive wine dinner, bringing together select buyers and media representatives. The exquisite pairing of Abruzzo wines with refined local dishes showcased the seamless harmony between Italian traditions and Chinese gastronomy.
Douyin wine influencer Dennis shared his insights from his visit to the Abruzzo wine region: “Abruzzo wines are far more than just ‘great value’—from fresh and approachable styles to those with serious aging potential, each bottle tells a story of its land.” The enthusiastic response from the audience reinforced the growing demand for Italian wines in Chengdu’s sophisticated market.
Guangzhou: Deep Resonance in a Professional Market
The tour’s grand finale in Guangzhou connected Abruzzo wines with a highly knowledgeable audience. High-end Montepulciano d’Abruzzo, celebrated for its silky tannins and layered complexity, received high praise, while white varieties like Pecorino gained newfound recognition. Participating wineries were impressed by the depth of consumer knowledge, with many noting, “Guangzhou’s market awareness exceeded expectations, and the number of promising collaborations far surpassed our hopes.”
Looking Ahead: A New Chapter in the Chinese Market
This tour marked a strategic milestone for Abruzzo wines in China, strengthening brand awareness and opening new channels for consumer engagement.
The energy and sophistication of the Chinese market left a profound impression on participating producers. First-time exhibitors were particularly surprised by the enthusiastic curiosity of Chinese consumers, whose strong interest in white wines and diverse red styles highlighted immense growth potential.
Meanwhile, seasoned exporters keenly observed shifting consumer trends—modern Chinese wine lovers are no longer satisfied with just the product itself; they crave deeper knowledge of terroir, winemaking techniques, and cultural heritage. This evolving preference signals the maturation of the Chinese wine market.
From dynamic tasting sessions to in-depth business negotiations, exhibitors not only secured promising partnerships but also gained a deeper appreciation for China’s unique and thriving wine scene.
As China’s wine market continues to mature, Abruzzo’s combination of high value and diverse styles positions it as a key player in the Italian wine landscape. This three-city journey through China is just the beginning of a long-term commitment to the market, paving the way for a bright future in the East.
