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.
Opening remarks – Dr. Vasil Todorov, Vice President of the Bulgarian Chamber of Commerce and Industry – 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 Davide Orlandi, EU Partnerships Manager, EU SME Centre
15:30–15:50
Remarks by Wine Industry Representatives – Mr. Nikolay Dalakov – CEO, Magura Winery; Owner, Better Half Winery – Mr. Trayan Rusev – Export Manager, Svishtov Winery – Mr. Krasimir Patishanov, General Manager, Brestovitsa Winery
15:50–16:30
Session 2 Market Access and Requirements for Imported Wine Patricia Aranguren Moliner, Assistant Manager, Dezan Shira & Associates
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.
Keynote speakers
Patricia Aranguren
Assistant Manager, Dezan Shira & Associates
Patricia Aranguren Moliner is Assistant Manager in Dezan Shira & Associates’ International Business Advisory team, based in Milan and supporting the firm’s Europe Desk. She advises European and other foreign investors on expansion into Asia, particularly market entry, corporate structuring, and compliance. She previously spent four years in Vietnam with Dezan Shira and worked as an International Trade Advisor at the Spanish Economic and Commercial Office in Vietnam. Patricia holds a Law degree from Complutense University of Madrid and an MBA in International Management.
Davide Orlandi
EU Partnerships Manager, EU SME Centre
Davide Orlandi is in charge of coordinating EU SME Centre partnerships in the EU. Fascinated by negotiation and international trade, he has pursued a diverse career path whose fil rouge is the constant evaluation of possibilities for enterprises to reach out internationally and make the best out of the growth opportunities offered at the global level.
Davide holds a master’s degree in EU International Relations and Diplomacy from the Collège d’Europe in Bruges as well as a master’s degree in World Politics and International Relations from Università di Pavia; he has worked for multinational enterprises as well as public entities focusing on internationalisation and its challenges.
