While China’s wine market continues to adjust at a low ebb, this year’s China Food and Drinks Fair (CFDF) in Chengdu signaled renewed energy—and evolving opportunities—despite a more cautious tone among buyers and exhibitors.
The spring edition of CFDF held in Chengdu is widely regarded as a bellwether for the drinks industry. Although foot traffic was expected to fall short of previous years, hotel venues across the city were bustling. Yet behind the crowds, a more restrained market atmosphere and shifting business strategies revealed how industry players are adapting to a new normal.
Hotel Fairs Take Centre Stage
What sets CFDF apart from global trade fairs like Vinexpo or ProWein is its sprawling off-site “hotel fairs.” Held in tandem with the official exhibition, these self-organised showcases have become an integral part of the event, drawing in crowds days before the main venue opens.
From March 21 to 24, four major hotels—Niccolo, Shangri-La, Kempinski, and Wanda Reign—hosted wine-focused exhibitions. Each drew different segments: Niccolo featured international producers and wine consortiums; Shangri-La attracted importers; Kempinski spotlighted supply chain companies; while Wanda Reign benefited from its proximity to the baijiu section, generating high foot traffic.
Due to the remote location of the official venue—Western China International Expo City—many wine exhibitors chose to focus exclusively on the hotel fairs. Vino Joy News observed national pavilions from France, Germany, Spain, Italy, and Chile, while major brands such as Penfolds, Torre Oria, and VSPT occupied expansive booths. Notably, Australian producers made a strong return following the removal of anti-dumping tariffs, with Halliday Wine Companion exhibiting again for the first time since 2020, accompanied by several five-star wineries.
Across the show, questions like “Are you looking for Australian wine?” echoed once more—signaling a rekindled interest in the category.
Meanwhile, the main venue, open from March 25 to 27, saw a decline in prominent wine exhibitors and overall visitor numbers, as several long-time participants opted out or scaled down.
Buyers Tread Cautiously as Exhibitors Refocus
Despite strong attendance, particularly at the Niccolo and Kempinski hotels, exhibitors noted a more rational mood among visitors.
“The crowd has been good, but this isn’t about closing sales,” said Hong Boyong, CEO of boutique Australian wine importer Pran Wines. “With premium wines, deals take time. This is about building awareness and meeting new contacts.”
Sarah Liao, who led the Catalonia pavilion, described the current environment as a “mature phase” for the industry. “The market is no longer overheated. This more rational climate may be exactly what the industry needs,” she said.
Many exhibitors have shifted their focus from transactions to branding and channel development. Constellation Brands, for instance, opted for a modest booth at Niccolo to enhance brand visibility rather than close deals. Similarly, Chen Xiaoxia, general manager of Xiamen Arab League Import and Export Company, distributor for Argentine winery Rutini, said: “We’re not aiming for volume sales here—exposure and positioning are just as valuable.”
That pragmatism was also evident in budget strategies. Fond Wine, a leading Fujian-based importer once known for its prime locations and large-scale booths, skipped the main venue entirely and opted for a standard hotel booth. “This event is about reconnecting with old partners,” said General Manager Wu Yonglei. “If someone’s serious, they’ll come find us. It makes more sense to invest in channel building than overspending on one exhibition.”
Even with a smaller footprint, Fond Wine attracted steady traffic, with Vino Joy News observing a stream of visitors for tastings and meetings —proof that brand reputation still draws attention.
Lighter Styles, No-Alcohol Wines Gain Traction
Despite the rational tone, trends are emerging. White and sparkling wines saw growing interest, reflecting a shift in consumer preferences. Niccolo Hotel created a dedicated white wine zone, while the Wines of Germany and New Zealand Winegrowers jointly hosted a white wine forum, drawing significant buyer attention.
Even traditional Australian red wine producers are adjusting. “There’s still demand for Shiraz and Cabernet Sauvignon,” said Shana Rohn, general manager of Halliday Wine Companion. “But there’s rising interest in lighter reds, which is good news for regions like Victoria and Tasmania.”
Sparkling and alcohol-free wines also captured attention. Shenzhen-based supply chain firm Devofast prominently featured both categories and secured two on-site deals—for no-alcohol and sparkling wines. “As summer approaches, sparkling wine demand goes up. Meanwhile, designated drivers and non-drinkers are driving interest in alcohol-free wines,” said a company representative.
Supply Chain Integration on the Rise
As the market cools, consolidation is picking up. Qingdao Long Vision, an importer of Italian sparkling wines, added Spanish OEM sparkling offerings to expand its portfolio. “Many importers are scaling back, so they’re looking to us for sourcing,” said GM Yu Hongjie. “Italian sparkling volumes weren’t enough, so we added Spain to meet demand.”
Devofast also reported increased interest from importers. “Some of the exhibitors at Kempinski are actually our clients,” a staff member shared.
Chen Xiaoxia noted a growing trend: “Many visitors are also exhibitors. The line between supplier and buyer is blurring.”
Importers Eye New Retail Channels
Retail is another key focus. Georgian wine brand Ranina used its booth to target distributors on emerging platforms like Meituan and Hema. Slogans such as “Buy Ranina on Jiu Xiao Er” and “Order Ranina via Waimai” reflected the brand’s push toward instant retail.
“Instant delivery is trending, and it’s a great fit for Ranina,” said a representative. “We want people to know our wines are available on major platforms—they’re accessible and recognisable.”
At the KWV booth, staff highlighted how the South African winery has leveraged Sam’s Club, the middle class favored membership warehouse store, to boost sales. “We’re doing well, but we’re not resting. We’re actively looking for more retail buyers,” the representative said.
Whether it’s the rise of lighter wines, growth in sparkling and no-alcohol segments, or increasing focus on retail and on-demand channels, the message is clear: China’s wine industry is evolving toward more personalised, convenience-driven consumption. CFDF continues to serve as a vital barometer for these shifts—and how producers and importers position themselves amid these changes may determine their long-term relevance.
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