Italian Wine in China: Cantina Il Poggio’s Experience
Italian Wine in China: Cantina Il Poggio’s Experience
Last week, I had the honor of representing Cantina Il Poggio at the China International Import Expo in Shanghai, one of the most significant events for the Chinese market. This participation was made possible thanks to the decade-long partnership we’ve built with our local partner, Shangai Yiyi Int. L Trading Co LTD. Together, we decided to invest in an exhibition stand, bringing our wine directly to an audience increasingly interested in Italian food and wine culture.
Chinese Consumers and Italian Wine
Over the years, I’ve observed a growing interest from Chinese consumers in wine, particularly in structured still red wines. This trend is backed by numbers: this year, we exported 3,000 bottles of Otium, our still red wine, which highlights how Chinese market preferences are evolving.
At the beginning of our partnership with Yuyu International, we also exported spumante wines and Malvasia-based still whites, but over time, the focus shifted to red wines and dessert wines. This has led us to adapt our production to better align with local tastes, as Chinese consumers tend to favor wines with a higher alcohol content—an essential factor for the average Chinese wine enthusiast.
The Wine Pavilion at the Expo
The wine pavilion at the China International Import Expo was vast and featured stands from major winemaking nations such as France, Georgia, Australia, and, of course, Italy.
Among them, I was particularly impressed by Georgia’s stand, which recreated a symbolic train. Each “stop” represented a different wine region in the country. This setup was not only visually striking but also showcased strong cooperation among Georgian wineries, all united under a single concept. It’s a model of synergy that could inspire other nations, including Italy.
Challenges in the Chinese Market
Despite the growing interest in Italian wine, the Chinese market is currently experiencing a slight slowdown. This is not due to a lack of interest but rather an unstable economic situation, which has made consumers more cautious with their purchases.
Additionally, one of the main hurdles is the low level of wine education among the average consumer. Many are more impressed by a wine’s alcohol content than by its organoleptic qualities. This represents both a challenge and an opportunity: educating Chinese consumers could open up new growth prospects for Italian wineries.
The Future of Italian Wine in China
Participating in the China International Import Expo was an extremely enriching and inspiring experience. The Chinese market is evolving, and I believe that, with the right approach, there is significant potential to further promote Italian wine culture. At Cantina Il Poggio, we take pride in contributing to this dialogue, bringing a piece of our tradition to thousands of miles away.
Working in this market is not just about exporting wine—it’s about sharing our passion, telling the stories behind each bottle, and building a cultural bridge between two worlds that, despite their distance, are drawing closer together.
A heartfelt thank you to everyone who makes this journey possible, year after year.
Luca Gualdana
Winemaker, Cantina Il Poggio