NEWS
VINITALY CHINA ROADSHOW IS BACK TO BEIJING, WUHAN & CHENGDU
By Tony Zhu
16-9-2025
Source: Vinitaly
Vinitaly China Roadshow 2025 has started in Beijing yesterday and will move on to Wuhan and Chengdu where it will finish on 19 September.
Organised by Veronafiere in collaboration with Italian Trade Agency (ITA), each stage of this year’s roadshow will involve 31 companies representing the Italian wine industry joined by the Abruzzo Wine Consortium’s 16 major Asian importers.
The Grana Padano Consortium, Rustichella, and long-standing partner De Longhi will also accompany wineries during their trip with the Vinitaly China Roadshow.
“We intend to further consolidate our presence in this Region," said the President of Veronafiere, Federico Bricolo. "Although strategic, this market - especially in a context dominated by where the imperative of diversification - has not yet expressed its full potential. We are aware that our objectives in terms of positioning Italian wine are still a long way off and that efforts must be intensified to support companies and facilitate their sales penetration.”
The calendar in the three cities involves a series of master classes dedicated to the wine trade starting with “North to heart: Friuli to Tuscany with Frescobaldi”, the inaugural tasting in Beijing guided by the company's Vice President, Stefano Benini, backed up by the focus meeting highlighting iconic Italian wines organized as part of the Taste the difference: quality wines from the heart of Europe project and another dealing with Montepulciano d'Abruzzo.
In Wuhan on 16 September, ITA will promote a special edition of the “Italian wines & spirits” course and much more.
In fact, from 13 to 19 September, Beijing, Wuhan and Chengdu will simultaneously host the Italian Wine Week, the initiative for wine lovers created by Veronafiere and ITA in collaboration with trendsetting Chinese bistros, bars, wine shops and clubs.
“Following the constantly growing success of previous editions, this year we are involving more than one hundred venues in these three Chinese cities. This "distributed" formula means we can reach consumers directly, sharing not only the quality but also the culture and extraordinary diversity of Italian wines through the tastings of Italian excellence," said Adolfo Rebughini, General Manager of Veronafiere.
"Vinitaly is much more than just a trade fair, it is an international platform promoting the uniqueness of Italian winemaking worldwide that facilitates connections with strategic markets such as China, a dynamic market with considerable untapped potential. An approach that further strengthens our mission: to support businesses and spread the culture of Italian wine as a heritage without equal on a global scale.”
(the writer can be contacted at: info@thewinechronicle.com)
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