Green Harvest: The Evolution of China’s Wine Market


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The wine market in China has been witnessing a steady decrease in all indicators – consumption, imports and domestic production. The trend had begun before the COVID-19 pandemic but was certainly exacerbated by it. China also remains a difficult market, especially due to the competition with wine exporters from other countries, some of which enjoy preferential trade agreements.  

Nonetheless, despite going through a “self-adjustment” phase, China remains a large market, highly relevant for EU wine exporters. Wine culture in the country has kept growing significantly and will continue to do so. Although 2023 has not shown signs of improvement, the Chinese wine market continues to present opportunities for EU wine producers. Key factors of success will include knowing and being prepared to grasp such opportunities. 

Join this webinar to: 

  • Get an overview of the dynamics of the Chinese wine market(s), including recent consumption drivers, channels and trends emerging after the end of the pandemic, as well as domestic production and imports into China. 
  • Understand the regulatory and technical requirements for importing wine products into China. Although these are easier than for other F&B categories, there are strict steps to follow.  
  • Obtain tips and recommendations for selling and/or promoting wine in the Chinese market, including on aspects unique to EU products. 
  • Learn directly from three European wine experts operating in China, who will join the webinar and share their experience and insights into China’s wine market. 

This free event is organised by the EU SME Centre and China-Italy Chamber of Commerce. It is open to all European SMEs from EU Member States and countries participating in the Single Market Programme.

Send your questions to our Business Advisor Alessio Petino so that we can address them during the webinar! 


If you're interested, please register here!



9:00 – 9:05 Opening remarks

9:05 – 9:30 Overview of the EU SME Centre’s report China’s Wine Market(s)

  • Alessio Petino, Business Advisor, EU SME Centre

9:30 – 10:00 Case studies: Three European wine professionals in China share their experience

  • Michele Taccetti, CEO, China 2000 Srl, Tuscany region promoter at China-Italy Chamber of Commerce 
  • Simone Semprini, Sales and wine educator, VM Fine Wines
  • Francesco D’Aprile, Partner of P&D consulting, representing the winery Polvanera in China 

10:00 – 10:30 Panel discussion and Q&A





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