NEWS
WINE TO ASIA OPENS IN SHENZHEN TODAY
By Staff Reporter
14-5-2026
Source: Wine to Asia
The fourth edition of Wine to Asia officially kicked off today in Shenzhen Convention & Exhibition Center, with the three-day event set to run through 16 May.
This year’s edition marks a new high in global participation, welcoming more than 400 exhibitors from over 20 countries across the globe. Standout national pavilions are led by Italy, which showcases around 50 wineries across a 522-square-meter exhibition space, followed by robust representations from France, Spain, Australia, Chile and New Zealand.
Jointly organised by Veronafiere, the operator of Italy’s iconic Vinitaly exhibition, and local partner Shenzhen Pacco, the trade show has rapidly cemented its status as South China’s most influential wine and spirits event, acting as a pivotal strategic link between global wine producers and the burgeoning Greater Bay Area consumer market.
Industry insiders point to Shenzhen’s unparalleled strategic location—adjacent to Hong Kong and a core market for affluent young consumers in mainland China—as the key factor making the city the perfect launchpad for international wine brands seeking to expand their footprint in Asia.
A defining highlight of Wine to Asia 2026 is the debut of the first-ever RAW WINE Shenzhen pavilion, which brings together nearly 60 low-intervention wineries from 12 countries.
This high-profile collaboration comes amid a surging wave of interest in natural, organic and biodynamic wines among Chinese consumers.
Data from lifestyle platform Dianping reveals that searches for the term “natural wine” have exceeded 83,000, a figure three times higher than search volume for “craft beer”, underscoring the rapid rise of the natural wine trend.
“China is the next frontier for natural wine,” stated Isabelle Legeron MW, founder of RAW WINE, adding that the team has observed immense curiosity among young, sustainability-focused drinkers across the country.
Beyond the spotlight on natural wine, the exhibition has expanded its dedicated product zones and immersive experiences to cater to diverse industry demands.
The fair features a specialised SOLEXPO olive oil zone, presenting premium Italian and Spanish olive oils tailored for food-and-wine pairing experiences, as well as a dedicated coffee and cheese area offering craft coffee cocktail tastings and Grana Padano cheese samplings.
Additionally, terroir pop-up spaces showcase rotating rare wines and limited-edition releases on a daily basis, while grand tasting sessions host themed masterclasses led by renowned international winemakers and wine critics.
In tandem with the core exhibition, the Greater Bay Area Wine Week is underway from 11 to 17 May, extending the wine celebration across the entire region.
The city-wide activation has mobilised over 100 bars and restaurants in Shenzhen, Hong Kong and Guangzhou, each launching exclusive Wine to Asia-themed menus, transforming the Greater Bay Area into a vibrant, immersive wine destination for both trade professionals and consumers.
During the opening forum, industry speakers delved into the shifting dynamics of Asia’s wine consumption landscape, highlighting key market trends that are reshaping the industry.
Official data shows that China’s per capita alcohol consumption rebounded to 6.7 litres in 2024, while imports of premium New Zealand wines surged by 58.5 percent year-on-year.
Meanwhile, emerging Southeast Asian markets including Thailand and Vietnam have recorded steady annual growth of 8 percent, signalling the expanding potential of the Asian wine market.
“Wine to Asia is more than just a trade show; it is a true reflection of the direction in which Asian wine culture is evolving,” said Simone Incontro, China head of Wine to Asia.
“We are bridging world-class wine quality with local consumer curiosity, and this connection is fostering a more diverse and dynamic market for all stakeholders.”
For those planning to attend, the 2026 edition runs from 14 to 16 May at Hall 6 of the Shenzhen Convention & Exhibition Center, with daily opening hours from 11:00 to 18:30, and an earlier closing time of 16:00 on the final day.
Admission is prioritised for trade visitors, with pre-registration recommended, while the exhibition will open its doors to general consumers exclusively on 16 May.
(the writer can be contacted at: info@thewinechronicle.com)
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