Green Harvest: The Evolution of China’s Wine Market

  • Date
    18 January 2024
  • Beijing Time
    16:00 - 17:30
  • Brussels Time
    9:00 - 10:30
  • Location
  • Venue
  • Open to
    All European SMEs
string(5) "00:00"
string(5) "00:00"

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! 

Agenda (Brussels Time)

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

Alessio Petino
Business Advisor, EU SME Centre

Alessio has worked for 8+ years on various EU-funded projects in China, mainly conducting policy and regulatory analysis for European companies looking to enter or already in the Chinese market. Key focus areas: market access regulations and barriers, investment attraction policies, standards & compliance – with particular focus on R&D, tech & innovation.

Alessio joined the EU SME Centre in October 2020. He coordinates reports, guidelines and technical assistance to European SMEs; he also delivers training about different market entry approaches and engagements with China, opportunities and risks, as well as do’s and don’ts.

Michele Taccetti
CEO, China 2000 Srl; Tuscany region promoter, China-Italy Chamber of Commerce

Michele Taccetti has been involved in doing business with China since 1995, following in the footsteps of his father who had been among the pioneers of international trade exchanges between China and Italy in the 1980s.

At the beginning of his career, Michele worked for five years in the Florence-based office of China Resources, one of the most important state-owned trading enterprises in China. After that, he founded China 2000 Srl, a consulting and import-export company promoting Made in Italy products and services in the Chinese market, also with education and training activities. Although the firm’s main focus was originally the textile industry, in recent years, the agri-food sector has become more prominent.

Michele has been accredited by the Italian Ministry of Economic Development and SACE as a Temporary Export Manager.

Simone Semprini
Sales and wine educator, VM Fine Wines

Simone Semprini is a professional sommelier trained in Italy and London and based in Shanghai since 2013. He is the Shanghai Area Manager of VM Fine Wines. VM Fine Wines was founded in 2010; it stands for Vinicio, an Italian entrepreneur who has been doing business in China since 1994, and Martin, a Chinese businessman with a passion for Italian wine and food.

The company directly imports and sells Italian wine in the Chinese market; it is also active in other product categories such as coffee. VM Fine Wines is the exclusive importer and distributor in China of around 250 different labels from 30 wineries from all over Italy. It has a number of warehouses and offices across China in order to guarantee a quick delivery of products and optimise its services to Chinese consumers.

Francesco D’Aprile
Partner, P&D Consulting

Francesco D’Aprile is an experienced entrepreneur and business consultant with more than two decades of experience in doing business with China. Francesco is a partner at P&D Consulting, a boutique consulting firm that offers customised business and management consulting solutions, primarily to Italian entrepreneurs and SMEs looking to internationalise in the Chinese market. Most of the clients represented come from the agri-food sector, especially wine, but also olive oil and traditional foods from the Italian southern region of Puglia.

string(5) "00:00"
string(5) "00:00"

Sign up and benefit from our entire range of free services

If you sign up today you’ll be able to

  • Access to tailored advice through our Ask-the-Expert tool
  • A library of over 200 publications
  • Practical business tools
  • A network of trade promotion and business support partners
  • A comprehensive database of service providers with contact information