China is an important market for European winemakers and exporters but it is also a complex one, shaped by major shifts in consumption habits. After years of rapid growth in the early 2000s and 2010s, China’s wine market has become more selective. Understanding consumer profiles, demographics and preferred sales channels in the largest cities and beyond can help European wine producers and exporters make more informed decisions about which products to put forward, which consumer segments to target, how to position their wines in the market, and how to select their distributors.
To provide guidance to small and medium-sized companies in the wine sector, the EU SME Centre is organising with the Bulgarian Chamber of Commerce and Industry (BCCI) and the Association for Promotion of Agricultural Cooperation between China and the countries of Central and Eastern Europe (APACCCEEC) a hybrid seminar in Sofia and online. The seminar will look into the current trends and key drivers in the Chinese wine market, and will aim to provide insights on how SMEs can position their products.
Agenda
Tuesday 29 September (Sofia Time – EEST)
14:30–14:50
Opening remarks
– Mr. Tsvetan Simeonov, President, Bulgarian Chamber of Commerce and Industry (TBC)
– Mr. Nikolay Paunov, Executive Director, Executive Agency on Vine and Wine, Ministry of Agriculture and Food of the Republic of Bulgaria (TBC)
– Dr. Momchil Stanishev, Director of APACCCEEC, Ministry of Agriculture and Food of the Republic of Bulgaria
– Mr. Davide Orlandi, EU Partnerships Manager, EU SME Centre
14:50–15:30
Session 1
China’s Wine Market – Latest Trends and Strategies for Exporters
15:30–15:50
Remarks by Wine Industry Representative
15:50–16:30
Session 2
Market Access and Requirements for Imported Wine
16:30–17:00
Q&A session
17:00–17:10
Closing remarks
17:10
Wine tasting & networking
For onsite participants in Sofia
Registration and eligibility
This event is open to stakeholders of the EU SME Centre, including:
- Small and medium-sized enterprises from EU Member States and countries participating in the Single Market Programme;
- Business support organisations and trade promotion organisations from EU Member States and countries participating in the Single Market Programme.
- Diplomatic representations and public institutions from the European Union, from EU Member States and countries participating in the Single Market Programme.
The event will take place simultaneously onsite in Sofia and online.
Onsite registration deadline: 24 September 2026.
