For global wine and spirits producers, China—a country with a rich history of spirit-making spanning thousands of years—offers a world of opportunities.

In recent years, as China continues to expand its high-level opening-up, foreign wine businesses have shown growing enthusiasm for platforms like the China International Import Expo (CIIE), which offers a path for foreign wine and spirits brands, previously hindered by geographic barriers and high market entry costs, to enter the Chinese market and gain visibility among consumers.

Germany's Hallertau region, located in Bavaria, is one of the world's largest hop-growing areas, yet its beers long remained unknown to most Chinese consumers.

Hallertau hops give beer its distinctive flavor. [Photo/Schlossbrauerei Au-Hallertau]

At the 6th CIIE, Schlossbrauerei Au-Hallertau, a brewery from this region, introduced its fruit-flavored Radler beer, which quickly gained popularity. Building on this success, the brewery returned for the 7th CIIE, presenting its craft beer to visitors, drawing long queues for tastings and receiving an overwhelmingly positive response.

Even in well-established wine regions like Bordeaux, some historic wineries have struggled to expand in China due to limited market development resources. The CIIE has helped these wineries transition from being relatively unknown to becoming household names among Chinese wine enthusiasts.

At the 6th CIIE, French wine company Sarl France Fortress introduced a collection of winemaker-signed Bordeaux wines. At the seventh edition, the company returned with a wider range of Bordeaux wines, giving Chinese consumers a better understanding of French historic wineries.

Sarl France Fortress showcases wines from Chateau Lagorce winery at the 7th CIIE. [Photo/Sarl France Fortress]

The United Kingdom's whisky industry is also doubling down on China. According to 2023 customs data, the UK dominates China's imported whisky market, accounting for 85.61 percent of total imports. Despite this, British whisky brands are still looking to further expand their reach, particularly among China's younger consumers.

Francois Saurel, regional managing director of Edrington Asia Pacific, believes that China's young and affluent demographic will be a key driver of future growth. The CIIE provides Edrington with a unique opportunity to connect directly with this emerging consumer base. According to an October 2024 report from a leading Chinese search engine, over 80 percent of users searching for "CIIE" were under 40 years old.

At the 7th CIIE, Edrington showcased two new releases under its premium single malt whisky brand Macallan: the Macallan Harmony Collection Vibrant Oak and the Macallan "A Night on Earth" 2024 Edition. Both products drew significant attention from younger visitors, many of whom were eager to learn about Macallan's history, craftsmanship, and flavor profiles.

The Macallan's booth at the 7th CIIE. [Photo/WeChat account of Macallan]

The CIIE's influence also extends beyond Europe. In November 2023, Australian Prime Minister Anthony Albanese attended the opening ceremony of the 6th CIIE and later visited the Food and Agricultural Products Exhibition Area, engaging with Australian exhibitors and sampling their wines.

Australian Prime Minister Anthony Albanese visits the Food and Agricultural Products Exhibition Area at the 6th CIIE. [Photo/WeChat account: austradechina]

Australian wineries have taken full advantage of the CIIE to seize market opportunities in China. Since August 2024, Aus-Continent Wine Group has participated in multiple CIIE-hosted promotional events in cities such as Changsha, Harbin, Yangzhou, and Wenzhou, strengthening its connection with the Chinese market.

A representative from Aus-Continent highlighted the quality of business leads generated at the CIIE, noting that the conversion rate from potential deals to actual transactions is remarkably high.

Aus-Continent's booth at the 7th CIIE. [Photo/Aus-Continent]

Looking ahead, as China continues to expand market access and create new opportunities, one thing remains certain: for any brand hoping to make inroads into China's vast consumer market, participating in the CIIE will bring them closer to achieving this goal.

Sources: Wenhui Daily, Xinmin Evening News, Nanfang Metropolis Daily, Yicai, Hongxing News, WeChat account: austradechina, Wechat accounts of related companies

By Zhao Guangmei