Anchoring the Greater Bay Area’s economic tides, the wine show that had firmly staked its claim in the affluent South China, linking the region’s economic powerhouses, is making a comeback for its much-anticipated second edition.
Wine to Asia, after a successful inaugural edition, is poised to make a grand return from May 9-11, 2024, in Shenzhen. The only international wine and spirits show in Southern China, the trade fair is a strategic collaboration between Veronafiere, the organizer behind Vinitaly and Wine South America, and Shenzhen Pacco Communication.
Together, their goal is to establish Shenzhen as the central hub for wine culture and commerce in China, serving as a gateway to the wider Asian market and capitalizing on the significant economic prospects offered by the Greater Bay Area.
What to Expect from Wine to Asia 2024?
Despite postponements, the 2023 edition attracted over 450 exhibitors from 27 countries and an anticipated 15,000 professional visitors. The upcoming edition promises a grander and more expansive showcase of products and offers.
The 2023 event set a high standard with masterclasses from renowned critics and educators like Ian D’Agata and MS Yang LV. The 2024 show will build on this foundation, offering a plethora of activities including mixology, a natural wine section titled Living Wine, and a special focus on no and low-alcohol beverages. The collaboration with Asia’s Best 50 cocktail bar group, Hope and Sesame, underscores the show’s commitment to diversity and innovation in the wine and spirits industry.
Complementing the main event, the Greater Bay Area Wine Week (GBAWW) will extend the festivities from May 1-11, engaging fine dining restaurants, wine bars, and bistros across the Greater Bay Area, including Hong Kong and Macau. This “show outside the show” format is expected to enhance promotion and education about wine among consumers, leveraging the region’s dynamic hospitality scene.
Why Shenzhen?
Shenzhen’s role as the host city for Wine to Asia 2024 underscores its strategic importance in China’s wine market and broader economic landscape. Ranked among the top cities in China for business and investment, Shenzhen is celebrated for its innovative spirit, skilled workforce, and dynamic startup ecosystem. The city’s economic vitality is supported by major corporations such as Tencent, Huawei, and BYD, making it a magnet for young professionals and affluent consumers.
Ranked among the top cities in China for business and investment, Shenzhen is celebrated for its innovative spirit, skilled workforce, and dynamic startup ecosystem.
Crucial to Shenzhen’s appeal for wine professionals is its booming on-trade market and luxury hotel industry, which have experienced exponential growth. The city’s hospitality sector, including star-rated hotels and luxury accommodations, provides a lucrative platform for wine exporters. With leading hotel groups like Shangri-La, Hyatt, Marriott and Mandarin Oriental expanding their presence, Shenzhen offers a wide array of venues for wine tastings, events, and promotions. These hotels and restaurants prioritize offering high-quality dining experiences, often featuring extensive wine selections that cater to a discerning clientele.
How can wine exporters benefit and leverage Greater Bay Area for growth?
The Greater Bay Area (GBA), encompassing economic powerhouses of Shenzhen, Guangzhou, and Zhuhai, presents unparalleled opportunities for wine exporters looking to penetrate the Chinese market. This region is characterized by its vibrant economy, rapidly growing middle class, and increasing disposable incomes, making it an ideal target for luxury goods, including fine wines.
Shenzhen’s wine market is projected to grow at a compound annual growth rate (CAGR) of 10.1% from 2019 to 2024, according to a IWSR report. The city’s affluent and sophisticated consumer base has shown a keen interest in wine culture and education, leading to a surge in wine-related programs, courses, and certifications. This growing enthusiasm for wine is matched by Shenzhen’s luxury hotel sector, which has seen remarkable growth. Luxury hotels in Shenzhen, such as The Ritz-Carlton, Four Seasons, and St. Regis, are expanding rapidly, offering wine exporters unique opportunities to collaborate on curated wine lists and wine-themed events targeting the city’s affluent residents and visitors.
Guangzhou, another key city in the GBA, has cultivated a rich wine culture over the years. The city’s wine bars, restaurants, and wine-related events draw a sophisticated crowd of enthusiasts and connoisseurs. Guangzhou’s consumers possess a deep appreciation for quality wines, providing a fertile ground for exporters to introduce their products. The city’s vibrant social scene and open-minded consumer base make it an attractive market for launching new and premium wines.
Adjacent to Macau, Zhuhai benefits from the spillover effects of the region’s booming tourism industry. The city’s proximity to Macau, a major tourist destination, increases the demand for premium wines, offering exporters a unique angle to cater to both domestic and international tourists. Zhuhai’s growing hospitality sector, coupled with its rising wine culture, positions it as an emerging market for wine sales and promotions.
Wine to Asia has specifically chosen Shenzhen for its strategic position and has built an extensive network of wine professionals from these 3 cities to fully leverage and develop the tremendous opportunities that exist in this mature economic cluster of China.
What About Visa?
A notable enhancement to the Wine to Asia 2024 experience this year is the significantly improved visa situation for international travelers and wine exporters.
International winemakers and industry professionals can benefit from the 144-hour (6-day) visa-free transit policy available in Shenzhen and other designated cities in China. This policy is particularly advantageous for those planning a multi-city tour. For instance, if a winemaker intends to attend Wine to Asia in Shenzhen from May 9-11 and then proceed to RAW Tokyo from May 12-13, they would not require a separate visa for their stay in China.
Additionally, winemakers from seven European Union countries, including Germany, France, Italy, Spain, and the Netherlands, can enjoy visa-free entry to China, simplifying the process for some of the world’s most renowned wine producers to showcase their offerings in Shenzhen.
Date: May 9-11, 2024
Venue: Shenzhen Convention & Exhibition Center (Futian)
