In late autumn 2024, the iconic “Penfolds Red” stood out amid bustling crowds at the seventh China International Import Expo (CIIE), where global visitors gathered to sample fine wines and explore new opportunities.

The success of Penfolds at the CIIE is an epitome of how Australian wines have made a dazzling return to the Chinese market as China-Australia trade ties gradually stabilized.

At the seventh CIIE, Penfolds’s pavilion features a neat and classy design that highlights the signature red color of the brand. Source: Penfolds

Australia, a major new world wine producer, offers unique flavors with its special climate and soils, winning high acclaim among Chinese wine enthusiasts.

According to Wine Australia, in Q2 2024, Australia's wine exports to China surged from a million liters of the previous fiscal year to 33 million liters. In light of this, the export value rose from AUD 8 million to AUD 400 million, making Australia the second largest wine supplier to China, following France. This testifies to Australian wines' great popularity in the Chinese market and the huge potential for further growth. 

Undoubtedly, the seventh CIIE played a vital role as more Australian companies than ever came to the event, hoping to secure buyers and deals for their premium products. "We’re witnessing a renewed appeal of Australian wines among Chinese consumers," said John Madew, deputy consul-general of Australia in Shanghai and senior trade and investment commissioner in Austrade in Shanghai.

To mark the 180th anniversary of Penfolds, the company brought to China its signature products from flagship regions around the world for its fifth edition of the CIIE, including the limited edition Bin 180 and CWT 521 Cabernet Sauvignon  Marselan 2022. 

Limited edition Bin 180 at the seventh CIIE Source: Penfolds

As the cork pops off, a fruitful aroma fills the air in a perfect blend of berries and spices. Take a sip and your palate is instantly indulged in mellow sweetness. Thus, you will know, this is CWT521 of 2022, which debuted at the sixth CIIE with great success. CWT (China Wine Trial) 521 is made from grapes sourced from five geographical areas in China - four batches of cabernet grown in the villages of Xidang, Sinong, Dongshui, and Mingyong in Shangri-La, Yunnan province, and a batch of the marselan varietal from Ningxia Hui autonomous region. The name “CWT521” represents the five growing regions involved in its production and its initial debut year — 2021.

CWT 521 of 2022 at the 7th CIIE Source: Penfolds

According to Tom King, managing director of Penfolds, "CWT521 is a manifestation of the company's multi-country winemaking concept in China, presenting a China-originated wine to Chinese consumers." CWT521 is also a Chinese wine offered to wine lovers all over the world. And Peter Gago, chief winemaker at Penfolds, reaffirmed confidence in China as a future origin of high-end wines.

Within a month after the seventh CIIE, Penfolds purchased Stone & Moon Winery in Ningxia. This major move advanced the company's multi-country winemaking as well as the company's devotion to the Chinese market.

"China International Import Expo is a great platform for China to open to the world and seek cooperation for shared benefits," said King.

Penfolds has found long-term partners and built closer ties at the CIIE. For example, it has strengthened strategic cooperation with COFCO W&W International Co Ltd, with the two jointly launching a limited-edition gift box that providing Chinese consumers with more diversified offerings and enhanced service experiences."At Penfolds, we attach great importance to the Chinese market and we are confident in future cooperation and shared benefits," King said. "In addition to offering wines from around the world to Chinese consumers, Penfolds also expects deepened communication with Chinese partners and peers and stands ready to contribute to the development of the local wine industry."

Penfolds limited edition wine collection with gift box, celebrating the year of the snake, at the seventh CIIE for preview Source: Penfolds

Besides being a trade fair, the CIIE is also a grand gathering of high-caliber talents, so Penfolds was there not only to attract customers, but also to find potential talents. The company invited students from China Agricultural University to work as volunteers at its pavilion, offering valuable hands-on experience and strengthening connections with the younger generation of wine professionals.

Now, as the eighth CIIE is around the corner, Don Farrell, Australian minister for trade and tourism, said in an interview with Phoenix TV that Australia stands ready to develop economic and trade ties with China and that he expects the meeting with Chinese Commerce Minister Wang Wentao to be fruitful, hoping Australian companies will continue to explore the Chinese market at the upcoming eighth CIIE.

Later, when the two ministers met during an event of the WTO, Wang invited Farrell to attend the eighth CIIE and the latter readily agreed. Thus, we are bound to see Australian wines at the National Exhibition and Convention Center (Shanghai) soon, embracing the vast Chinese market and a brand-new future.

Sources: Xinhua News Agency, yicai.com, Wine magazine, Austrade, and related companies

Disclaimer

The information in this article is compiled from materials provided by CIIE exhibitors and authoritative media reports, with the CIIE Bureau objectively compiling relevant content. The CIIE Bureau does not take responsibility for disputes or losses arising from the following circumstances: deviations in expression due to outdated information updates; readers' subjective judgments or actions based on this article; unauthorized alteration or dissemination of the content by third parties.