In the first half of 2024, Italy ranked as the fourth-largest wine supplier to China, trailing France, Australia, and Chile, with a 7.48% market share (TDM).
Italian wine promotion in China has gained momentum through the “I Love Italian Wines & Spirits” masterclasses, organized by the Italian Trade Agency. This year’s series spans five cities, bringing together importers, distributors, media, and retailers for training and tastings. Led by a specialist in Italian wines, participants sample selections from all 20 of Italy’s wine regions. Since its launch in 2016, the program has expanded to 26 cities across China, engaging over 2,100 attendees.
In a further effort to boost Italian wine exports in 2024, the Italian Trade Agency orchestrated a collective of Italian companies at Wine to Asia 2024, held from May 9th to 11th at the Shenzhen Convention & Exhibition Center.
The event featured over 500 exhibitors from more than 30 countries, attracting 20,000 buyers and receiving media coverage from over 100 outlets, alongside the second edition of Greater Bay Area Wine Week took place, a satellite initiative in partnership with leading bars, bistros, and retailers in Shenzhen, Guangzhou, Hong Kong, Dongguan, Foshan, Huizhou, and Zhuhai.
China ranks as Italy’s ninth-largest export market and its largest in Asia, second only to the U.S. outside the EU. In 2023, Italian exports to China reached €19.1 billion, a 16.8% rise from 2022 and a 47.8% increase over 2019.