Italian Wine Promotion Event in Shenzhen—China’s High-Tech City: A Celebration of Excellence

On November 19, Wine Channel and Pacco Wineseer, leaders in Italian wine promotion, teamed up to host an Italian wine roadshow, showcasing top-tier Italian wines to Chinese consumers.
The event featured tastings of exceptional wines from renowned Italian wineries across various regions, including:

• Aldegheri, highlighting Verona’s rich history and winemaking traditions.
• Abbazia Monte Oliveto, offering wines from multiple regions in Italy, from Tuscany to Veneto’s Amarone, Emilia-Romagna, and Puglia’s Primitivo.
• Cozzarolo, presenting authentic flavors from Friuli Venezia Giulia.
• Gama Food, featuring classic Italian wines like Amarone, Brunello di Montalcino, Cannonau, and Lambrusco.
• Italian Wine Selections, showcasing a diverse array of wines from Piedmont, Prosecco, Sardinia, Tre Venezie, and Abruzzo.
• Maiora Wines, providing premium Veneto Amarone wines and a curated selection of high-quality Piedmont wines.
• Peppe Buio Winery, offering a unique wine experience from Campania.
• Pietro Cassina & Risveglio Agricolo, demonstrating the terroir of Piedmont and Puglia.
• Tenimenti Lagala, featuring signature Aglianico del Vulture vintages.
• Torri Cantine, representing the heart of Europe’s green regions with excellent quality.
• Vigne del Malina, delivering distinct wines from Friuli.
• Vinnovative, showcasing a wide range of Italian wines, including Primitivo, Friuli and Piedmont selections, Prosecco, Chianti Classico, and the iconic Amarone.

The event attracted wine enthusiasts, industry professionals, and buyers from far and wide, who came together to witness a spectacular celebration of the wine industry.

Guest Perspectives from the Event

Insights from a Wine Educator:

A seasoned wine educator who transitioned into managing a members-only boutique wine shop shared:
“Italian wines are captivating due to their diversity and rich history. From traditional to innovative styles, there’s always something new to discover. Italian wines are approachable and highly favored by Chinese consumers. Although prices have slightly increased in recent years with rising popularity, Italian wines remain a top choice for value and quality.

The variety is remarkable—whether it’s dry reds, whites, rosés, or sparkling wines, there’s something for everyone. During the event, I discovered several wines with distinctive aromas and excellent quality, deepening my appreciation for Italian wines even further.”

Zhang Yongbin: Shenzhen Hemei Wine Co., Ltd.

As the representative of Shenzhen Hemei Wine Co., Ltd., Zhang Yongbin, a veteran in the wine industry, shared:
“Italian wines are outstanding, with each region offering unique flavors. Compared to French wines, Italian wines are more affordable and diverse. While French wines have achieved a stronger market presence through branding and cultural promotion, Italian wines are steadily gaining influence in China. With increased marketing efforts, their market potential could be even greater.

From a trade perspective, Italy’s position as an EU member with minimal trade barriers with China makes it easier to import Italian wines, further facilitating market expansion.”

A Promising Partnership

This event marked the second collaboration between Pacco Wineseer and Wine Channel, following the success of their first partnership in June. Both parties expressed enthusiasm for continuing their partnership and exploring new opportunities in the future.

The representative of Wineseer emphasized confidence in the future of Italian wines in China:
“Italy, with its extensive variety of wines and high production standards, is globally renowned. While the Chinese market has faced some challenges, there remains strong demand for high-quality wines, offering significant growth opportunities for Italian wines.

The white wine segment, in particular, has shown remarkable growth, especially over the past two to three years. Younger consumers increasingly prefer white wines, aligning with their lifestyle choices of light meals, casual dinners, and leisure activities. Shenzhen, Guangzhou, and Shanghai stand out as the best cities for promoting white wines, given their strong consumption power and market potential.”

The Shenzhen roadshow demonstrated the immense potential of Italian wines in the Chinese market. From enthusiastic feedback from attendees to the participation of Italian exhibitors, the event highlighted the exceptional appeal of Italian wines. Strengthened branding and marketing efforts will undoubtedly help expand their influence further, ensuring a bright future for Italian wines in China.