The fairs and exhibitions held in Chengdu annually in March are the largest in the country, attracting over 300,000 trade and consumers over the week.
The week is divided into two parts – a series of satellite shows in the city’s main hotels four days prior to the main event, the China Food & Drinks Fair (CFDF) at the Western China International Expo City. For 2021, CFDF has introduced a virtual expo which will be live at the same time as the trade show.
TWC Fine Wine Showcase - Hotel show
Wine Australia will be taking part in a new hotel show in 2021 – The TWC Fine Wine Showcase at the Chengdu Grand Hyatt Hotel, managed by leading wine show event organiser, TopWine. TopWine is marketing its show as a premium wine event and will support the new show with a social, advertising and public relations campaign.
Given the travel restrictions and quarantine requirements related to the pandemic, Wine Australia is planning this year’s event for in-market brand representatives onsite only.
Australian wine exhibitors will be exhibiting alongside other leading wine producing countries, regional associations and major wine corporations. Additionally, Wine Australia will have its own public relations and social campaign and host master classes and on-site Australian wine education.
China Food & Drinks Fair 2021 – Virtual Expo
Online event only
China Food & Drinks Fair (CFDF) launched a new online format in July 2020 after the postponement of their major March trade fair. Wine Australia participated in the inaugural digital event with a virtual Australian Wine Discovered booth. Over the live days, we welcomed over 30,000 online visitors and over 4,000 downloads of our education materials.
In March 2021, CFDF will hold its regular exhibition in Chengdu in conjunction with its virtual expo. Due to ongoing travel restrictions, Wine Australia will only participate in the virtual China Food & Drinks Fair in 2021. Like a physical trade show, the online exhibition will feature an Australian wine pavilion with virtual booths for each Australian wine exhibitor.
Wine Australia will amplify its participation in the virtual expo with live-streamed tastings by key opinion leaders and investment in promotions to drive online traffic to the Australian virtual pavilion and exhibitor booths.
Participation in the virtual booths will require the exhibitor to have marketing information in simplified Chinese, have knowledge of Chinese social media platforms like WeChat, and have Chinese language skills to follow up live leads and business enquiries over the virtual exhibition app.
Wineries can participate in both events or exhibit at one event only.
Wine Australia’s presence at 2021 Chengdu fairs is made possible by the Australian Government’s $50 million Export and Regional Wine Support Package.