The France International Wine Awards (FIWA), the only nationally recognized wine competition in France open to global wineries and wine merchants, has been a consistent presence at the China International Import Expo (CIIE) for the past seven years. It has also signed on for the eighth edition of the expo, further cementing its commitment to the Chinese market.

FIWA hosts its competitions twice a year in Paris, with categories such as wine, organic wine, and spirits. When FIWA first participated in the CIIE in 2018, its president, Olivier Bouche, approached the expo with a "test the waters" mindset, securing a modest nine-square-meter booth. However, the overwhelming interest from buyers quickly convinced FIWA to expand its presence at subsequent expos. By the sixth edition, FIWA's booth had grown to 100 square meters, and for the upcoming 8th CIIE this year, it is set to expand to 150 square meters—its largest footprint yet.

FIWA recognizes CIIE's vast potential, seeing it as more than just a showcase for premium wines. It serves as a vital networking hub, bringing together winery owners, distributors, retailers, and consumers to explore opportunities in the Chinese market.

"Now I fully understand the influence of the CIIE," Bouche said. "It is the best platform for anyone looking to export goods to China."

Olivier Bouche promotes various wines at FIWA's booth during the CIIE. [Photo/FIWA]

Growing market for imported wine

According to China's General Administration of Customs, China imported wine worth 11.36 billion yuan ($1.57 billion) in 2024, a 38.8 percent increase year-on-year. The total volume of wine imports reached 280 million liters, up 13.6 percent year-on-year, reflecting a strong recovery in the market.

FIWA has been quick to seize this opportunity, helping numerous small and medium-sized European wineries gain visibility and traction in China. Many of these wineries, previously unknown in China, have entered the market and become popular among both consumers and distributors.

"This is a win-win situation," said Zhang Li, chief executive officer of FIWA. "Many European wineries, especially small-scale high-quality producers, have struggled to access the Chinese market. The CIIE provides a direct connection to Chinese buyers, facilitating deals that would otherwise take years to materialize."

At the 7th CIIE, FIWA's booth featured an impressive selection of red, white, and rose wines, attracting buyers from across China and beyond. Prominent boutique wineries such as Domaines Fontana, Vineam, and Clos Triguedina made their CIIE debut, securing significant business agreements during the expo.

"The CIIE ensures that wineries never leave empty-handed," Zhang added. "There's hardly any other trade event in the world that gives exhibitors such extensive exposure. We tell wineries: these six days are your opportunity to directly engage with the Chinese market. How can you not find an importer to work with?"

Building long-term partnerships

Beyond immediate sales, the CIIE offers wineries valuable insights into the Chinese market. Direct interactions with local buyers enable wineries to fine-tune their branding strategies, from bottle design to label customization, ensuring their products align with Chinese consumer preferences.

With CIIE's growing influence, FIWA has built a strong reputation among Chinese buyers, who return year after year to discover new wines and forge lasting partnerships. Over the past seven years, FIWA has facilitated connections between nearly 30 wineries from Bordeaux, Alsace, and the Rhone Valley with Chinese importers, generating millions of dollars in deals through the CIIE.

Looking ahead, FIWA is committed to deepening its engagement in China. "We have great confidence in the Chinese market," Zhang emphasized. "FIWA will not only continue participating in the CIIE but also expand investment projects in cities like Beijing and Haikou to support European wine promotion in China."

By Zhao Guangmei