What Are Chinese Buyers Looking for at Vinitaly 2024?

Vinitaly kicked off its 56th edition in Verona, Italy, from April 14th to 17th. This year, the event attracted 4,000 wineries from Italy and 30 other countries, alongside 1,200 top buyers from 65 countries, marking a 20% increase from last year’s edition, according to the organizers.

Compared with previous editions, there’s a noticeable increase of Chinese presence at the fair. We talked to several wine importers attending the fair to find out what they are looking for.

Increased Chinese Participation

Mina, a Guangzhou-based importer responsible for Italian wine procurement, spoke to Vino Joy about the increased Chinese presence: “This year, there was a noticeable rise in Chinese attendees at Vinitaly compared to last year. The dip in attendance last year could have been due to expensive airfares or a cautious attitude among potential attendees.”

She added, “This year, we’ve also seen a younger demographic of Chinese buyers. Previously, attendees were primarily born in the ’70s and ’80s, but now it’s predominantly those from the ’80s and ’90s. Additionally, there are many end buyers, like those operating bars and restaurants in major cities.”

Mina speculated on the reasons behind the robust turnout of end buyers: “They might have been invited by Vinitaly organizers, or perhaps the younger generation is eager to gain international exposure.”

Echoing Mina, Vivi from Domaine, a Chengdu-based company specializing in wine education and importing, noted, “This exhibition has seen a substantial increase in Chinese participants compared to last, which includes not just importers but also distributors and proprietors of bars and restaurants.”

Fang Yi, manager of Changsha Puyi Cellar Door, a boutique wine retailer and pub in Changsha, who has attended Vinitaly for two consecutive years, shared his rationale: “Although I don’t directly import, I attend to better understand my suppliers and their products. In China, I focus on offering wine-related services, so it’s crucial for me to fully understand my suppliers to prevent any miscommunications that could result in unsuitable products for our consumers.”

Despite the robust number of Chinese attendees, some Italian exhibitors like Matteo Mangoni, CEO of GiroDiVite Ltd., mentioned limited interactions with Chinese buyers this year compared to previous editions.

Emerging Preferences Among Chinese Buyers

Discussing the shifting tastes among Chinese buyers at this year’s Vinitaly, Mangoni observed, “In the past, Chinese merchants preferred well-known international red grape varieties like Sangiovese. However, this year there’s been a notable pivot towards unique local Italian varieties, and interest in white and sparkling wines has increased.”

Mina highlighted her focus areas: “I primarily looked for white and sparkling wines, particularly those priced between RMB 100-300 that are fresh and easy to appreciate.”

She further remarked on the evolving market trends, “Dry whites and sparkling wines are definitely gaining traction in the Chinese market. Unlike before, when many would decline such offerings, I’ve noticed a growing willingness among Chinese importers to explore these wines.”

Fang Yi pointed out, “Previously, we concentrated on wines from northern Italy, which were not only expensive but also less appreciated by our consumers, leaving some negative perceptions. Now, as the Chinese wine market becomes more diverse, the richer-flavored, more affordable wines from southern Italy are becoming popular due to their accessibility.”

Mangoni also highlighted economic factors influencing buyer behaviors: “The economic downturn and the ongoing effects of COVID-19 have made many Chinese importers sensitive to price changes. Additionally, factors like the war in Ukraine have pushed Italian wine prices higher, which is challenging. In response, wineries are stepping up their marketing efforts, including organizing tastings and enhancing their presence at exhibitions.”

Another winery exhibitor also discussed the cautious approach of Chinese importers when making purchases. Giuseppe Liang, the Sales Area Manager for MONTEZOVO, explained, “To finalize orders, Chinese buyers generally require more time for negotiations compared to their European and American counterparts. These negotiations often involve discussions on price, discounts, and support among other things.”