Interprocom, one of China’s best-known Italian wine operators, has announced that it will join the Ethica Wines Group, marking a new phase in its development.
Ethica Wines is an international company focused exclusively on Italian wines, with established operations across North America and the Asia-Pacific region.
According to the company press release, the transaction was agreed between Ethica Wines, through its subsidiary Ethica Wines Asia Pacific Pte. Ltd., and Interprocom Cantine Divine (Shanghai) Co., Ltd. The agreement was signed on February 2, 2026, with completion scheduled for April 30, 2026.
Ethica Wines entered the Chinese market in 2022 with the establishment of Zefiro Wine. Following completion of the deal, Interprocom will operate alongside Zefiro Wine under a unified platform designed to strengthen the sustainable development of Italian wines in China, while improving commercial execution and market reach across multiple sales channels.
The financial terms of the transaction were not disclosed. Ethica Wines said further details regarding organisational adjustments and future business arrangements will be announced in due course.
Founded in 2013, Interprocom is run by a team of Chinese and Italian professionals and specialises in the import and distribution of Italian wines, spirits, liqueurs, beer and bottled water. The company maintains partnerships with more than 50 Italian wineries and positions itself as a dedicated Italian wine specialist. It has also been included in Vino Joy News’ “Top 100 Wine Importers in China” ranking.
In recent years, Interprocom has gradually diversified its sourcing beyond Italy, adding wines from Argentina, Chile, France, Germany, Greece, New Zealand, Portugal, Spain, China and South Africa to its portfolio.
Its nationwide sales network includes high-end international hotel and hospitality groups such as The Ritz-Carlton, Bulgari Hotels & Resorts and Shangri-La. The company said its sales have grown steadily in recent years, with cumulative imports of bottled wines exceeding 16 million bottles since 2019.
Founder Alessandro Mugnano previously disclosed that, in 2021, the company’s import value and sales revenue for the first three quarters rose 32% year-on-year. That year, Interprocom imported approximately 138 forty-foot containers, equivalent to around 2 million bottles of Italian wine.
Commenting on the transaction, Mugnano said Interprocom’s growth had been built on consistency, trust and close collaboration with wineries and channel partners.
“Over the years, Interprocom has grown through consistency, trust, and close collaboration with its partners,” he said. “Joining Ethica Wines allows us to continue this path within a broader project focused on Italian wine and long-term value creation.”
Francesco Ganz, CEO of Ethica Wines, described the addition of Interprocom as an important step in the group’s China strategy. He said Interprocom’s local experience, industry relationships and distribution network would provide a strong foundation for Ethica Wines’ long-term vision in the market.
“Interprocom represents an important step forward in our journey in China,” Ganz said. “Its history, relationships, and understanding of the market provide a strong foundation on which we can continue to build a clear, long-term vision for Italian wine.”
Ethica Wines was named one of the “Fastest Growing Companies in the Americas” by the Financial Times in 2025. The group operates across multiple North American and Asia-Pacific markets through established distribution networks and local teams. Its Shanghai-based subsidiary, Zefiro Wine, supports the development of Ethica Wines’ portfolio and other partner wineries in China through a multi-channel model focused primarily on Italian wines.
From an industry perspective, Italian wines — characterised by diverse regions and styles, and a pricing structure generally less transparent than Bordeaux — have long offered margin opportunities for importers and distributors in China. As a result, Italy has remained a key source country for market promotion. At the same time, the relative unfamiliarity of grape varieties and appellation names continues to pose challenges in consumer education and awareness.
According to China Customs data, China imported 14.3 million litres of Italian wine in 2025, valued at US$ 92.4 million. Import volume and value declined by 14.08% and 12.26% respectively compared with 2024. While the overall trend remains downward, Italy’s rate of decline was less pronounced than that of traditional source countries such as France, Chile and Spain.
By import value, Italy ranked as China’s fourth-largest wine import source in 2025, accounting for 6.52% of total wine import value.
