Moldova Makes Its Case to China’s Wine Buyers

For wine importers looking to give customers something beyond another familiar Cabernet or Chardonnay, Moldova offers a different starting point: Fetească Neagră, Fetească Albă, Rară Neagră and Viorica, Floricica, Codrinschi, and Riton, as well as distinctive blends that showcase their unique character and diversity.

These grape varieties will be among the country’s calling cards at ProWine Shanghai from November 10 to 12, where 23 Moldovan wine and spirits producers will seek business with Chinese importers and distributors.

With a winemaking heritage spanning more than 7,000 years and a strong export-oriented industry, Moldova is looking to further expand its presence in the Chinese market. According to Chinese customs data, wine imports from Moldova reached US$1.43 million in the first nine months of 2026, highlighting opportunities for further market development.

For buyers, the question is what these wines can bring to a portfolio and whether unfamiliar grapes can become a selling point.

A Different Story for the Wine List

Moldova’s indigenous varieties offer merchants and sommeliers a starting point for introducing customers to the country.

Visitors to the Wine of Moldova stand will be able to explore Fetească Neagră, Fetească Albă, Rară Neagră and Viorica, alongside Floricica, Codrinschi and Riton. A masterclass on November 11 titled “The Taste of Discovery: Moldova’s Indigenous Grape Varieties,” will feature eight wines.

The National Office for Vine and Wine (ONVV), which is organizing the wineries participation in the exhibition, sees these grapes as a way to distinguish Moldova from more familiar wine origins and give importers new choices.

That distinction matters commercially: a less familiar variety gives buyers a story to tell, although these distinctive varieties give importers an opportunity to introduce new wine styles to their customers, combining authentic character, quality and competitive pricing.

Moldova also produces wines from international grapes and a range of blends. Buyers can therefore explore its local varieties alongside styles that may be easier for customers to recognize.

An Export Business, Not Just an Ancient Tradition

Moldova’s long history is only part of its wine story. This is an industry built around selling abroad.

Approximately 85% of production is exported, reaching more than 70 countries and territories. About 50,000 farmers own vineyards, and the wine industry provides a source of income for roughly a quarter of the country’s workforce.

Overseas markets are therefore essential to its producers. Moldova has gradually redirected its export focus from Russia and the Commonwealth of Independent States toward Western markets. The European Union now accounts for about 60% of its wine exports, while Africa, Romania, South Korea and Japan are also important destinations.

Moldovan wines have collected more than 7,000 awards at international competitions over the past decade. For prospective importers, however, the Shanghai fair offers an opportunity to assess the wines directly and discuss the practical terms of doing business.

ONVV’s pitch to China centers on quality at competitive prices. The exhibition will put that proposition in front of buyers seeking alternatives to established origins.

Getting to Know the Regions

For buyers unfamiliar with Moldova, its geographical indications offer a useful introduction.

The country has three wine regions with Protected Geographical Indication (PGI) status. Codru is known for white and sparkling wines; Valul lui Traian produces a broad range of reds and whites; and Ștefan Vodă is recognized for single-varietal red wines and blends.,

Together, they give buyers a more detailed picture of Moldova than a single national label can convey, highlighting differences in origin and style.

The delegation will also present Divin, the country’s traditional grape brandy. Distilled from wine and matured in oak barrels, Divin has its own protected geographical indication and broadens the offering for spirits buyers visiting the stand.

Can Curiosity Become Business?

China’s evolving wine market offers opportunities for Moldova to strengthen brand recognition and build long-term relationships with importers and distributors. Producers need to establish recognition, explain unfamiliar grape names and demonstrate where their wines fit in an importer’s portfolio.

But those same unfamiliar names are central to the country’s appeal. For merchants seeking wines with a distinctive origin and a fresh story, Moldova offers something worth tasting.

At ProWine Shanghai, Moldovan producers will showcase the quality, diversity and distinctive character of their wines, while building new business connections with Chinese importers and distributors.

The Wine of Moldova national stand will be in Hall 5, at W5B40, from November 10 to 12. The indigenous varieties masterclass takes place on November 11, between 13:15-14:45.