NEWS
NEW ZEALAND WINE TO LAUNCH 3-CITY CHINA ROADSHOW IN APRIL
By Staff Reporter
31-3-2026
Source: New Zealand Wine
New Zealand Wine will launch its 2026 China Roadshow in April, it will be a three-city trade tour designed to deepen market penetration and connect over 60 leading New Zealand wineries directly with Chinese importers, distributors and wine professionals.
The roadshow will visit Beijing on 20 April, Wuhan on 22 April and Guangzhou on 24 April.
Hosted at premium venues including the Peninsula Beijing, Fairmont Wuhan, and W Guangzhou, the events will showcase a curated selection of wines from New Zealand’s most iconic regions: Marlborough, Hawke’s Bay, Central Otago and Martinborough.
Attendees will have access to exclusive masterclasses, guided tastings, and one-on-one meetings with winery representatives, highlighting everything from crisp Sauvignon Blanc to elegant Pinot Noir and structured Chardonnay.
The push comes amid explosive growth for New Zealand wine in China. Official data shows 2025 exports reached 5.36 million litres (up 58.5 percent YoY) with a value of USD44.48 million (up 31.5 percent YoY), elevating New Zealand to China’s fifth-largest wine import source.
Charlotte Read, Global Market Manager for New Zealand Winegrowers, noted that Chinese consumers are increasingly embracing New Zealand’s “clean, bright, and approachable” style, particularly as the market shifts toward casual home consumption and lighter white wines.
“This roadshow is more than a tasting—it’s a strategic bridge between our producers and China’s dynamic market,” Read said. “After 15 to 20 years of steady investment, we’re seeing real momentum. China’s move toward premiumisation and everyday wine drinking aligns perfectly with what New Zealand does best.”
The 2026 tour builds on New Zealand’s strong presence at the recent Chengdu Fair, where a national pavilion featuring 26 wineries drew significant buyer interest.
Industry observers say the roadshow targets China’s fast-growing white wine segment, where Sauvignon Blanc has become a gateway to broader New Zealand wine discovery.
Registration for the trade-only events is now open via New Zealand Wine’s official China channels.
(the writer can be contacted at: info@thewinechronicle.com)
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