Australian wine goes west to the Chengdu Fair

The Chengdu Fair is one of the largest food and wine fairs in the China market and exhibitors at the Wine Australia pavilion saw first-hand the growing interest in premium Australian wine by the local trade.

It’s estimated that 100,000 people visited the Fair this year, making it one of the most important commercial opportunities for exporters in what is now Australia’s most valuable wine export market.

With a pavilion that was a third larger than last year, 21 exhibitors showed more than 50 brands from more than 20 wine regions across 5 states, highlighting the high quality and diversity of Australian wine.

On-site tastings hosted by certified Australian wine educators Terry Xu and Noel Chi attracted large crowds.

A networking dinner with local trade and media helped exhibitors build and strengthen relationships beyond the Fair.

Guests said:

‘Australian wine has always been an important part of our purchase. At this year’s Chengdu Fair I have met many winery representatives and importers, and I’m sure that there will be a strong increase when we purchase Australian wine.’ Karla Wang, Founder of Penguin Society

‘The young and dynamic image of Australian wine presented here also reflects the passion of Australian people. Wine industry insiders in China have already got fundamental knowledge and awareness towards Australian wine, but still they have a strong curiosity because Australian wine always evolves. There is always something new to explore even for wine professionals.’ Terry Xu, Founder of Aroma Republic and certified Australian wine educator

‘Australia is the fifth largest wine exporting country in the world. We have the best Shiraz in the world. When you hold a glass of Australian wine, you are holding a glass of Australian terroir.’ Christopher Lim, Australian Consulate General in Chengdu

Exhibitors said:

‘The Wine Australia Pavilion is a very impressive stand. It certainly catches the eye and it’s large. I think it’s fantastic we’ve got educational seminars. China is an exciting wine market and during the fair I have witnessed a lot of interest, a lot of young wine professionals in China, really hungry for knowledge and who want to learn more. I think Australia holds a nice premium image in this market, so [it’s been] very good, very positive.’ Matt Herde, Export Manager at Tahbilk

‘The Wine Republic is delighted to be here, at the Wine Australia booth. I think it’s just another of the many great activities organised by Wine Australia in China. Out here in China’s west, for us it is really a valuable experience and a way to reach people in the wine business in many other cities; not just the major eastern cities of China, but across a large part of China.’ Campbell Thompson, CEO of The Wine Republic

Willa Yang, Wine Australia Head of Market, China, said, ‘This year was the largest presence of Australian wine at the Chengdu Fair since we hosted the first Wine Australia Pavilion in 2013.

‘We’re pleased to see how the market is developing and the growing number of people interested in premium Australian wine. We’re confident that Australian wine has a promising future in this dynamic market.’