MILAN, May 9 (Class Editori) -- With over 520 companies from 30 countries -- including 120 Italian producers confirming the strong presence of Made in Italy in the Asian market -- Wine to Asia 2025 officially opened today and will run through Sunday, May 11. This premier Asian trade fair dedicated to wine and spirits also features the Consorzio di Tutela Grana Padano.
Organized by Veronafiere in partnership with Shenzhen Pacco Communication, the event is being held at the Futian Convention Center, in the heart of Shenzhen, the metropolis of China's Greater Bay Area (GBA), one of the country's leading economic hubs.
"Once again this year, Vinitaly brings its successful business model to southern China," said Massimo Ambrosetti, Italy's Ambassador to China, during the opening ceremony. "In just a few years, Wine to Asia has become a strategic event that confirms the strong interest in high-quality food and wine in this region. Wine is not only an export product -- it is also a central element of Italian cultural identity."
"I firmly believe that initiatives like this allow both importers and consumers to better understand the quality and value of our products," he added. "Support for our companies -- particularly those in the agri-food sector that are increasingly focused on the Chinese market -- reflects the rising demand among Chinese consumers for top-quality goods."
For three days, Shenzhen becomes the focal point of a market valued at approximately $9.4 billion in imported wine consumption across the region's key demand centers: China, Japan, South Korea, Thailand, Vietnam, India, and the Philippines. According to an analysis by the UIV-Vinitaly Observatory, based on IWSR data and released during Wine to Asia, following a steep decline in Chinese wine consumption between 2019 and 2023, the market is expected to rebound with a 16% increase forecast between 2024 and 2028 -- reaching a value of $10.9 billion.
Imported wine consumption is expected to grow particularly strongly in China (+23%, to $4.4 billion) and South Korea (+28%), but also in Vietnam, India, Thailand, and the Philippines, all showing double-digit gains of up to 30%. Japan remains stable at +3%, with estimated consumption at $3.4 billion.
As for Italy, the consumption value of Italian wine in these markets currently exceeds $1.1 billion, with projections estimating it will reach $1.24 billion by 2028 (+11%).
Over the 12 months ending March 2025, the Chinese market has been dominated by Australian wine, which hit its highest export levels in years. According to Wine Australia's Export Report, Australian wine exports grew by 41% in value year-on-year, reaching AUD 2.64 billion (USD 1.7 billion), and by 6% in volume to 6.47 million hectoliters. The average export price hit a 20-year high at AUD 4.09 per liter FOB (+33%, around USD 2.60), largely driven by increased shipments of premium wines to mainland China.
Throughout the event, the Grana Padano Consortium will take part in several initiatives pairing Italian wine excellence with Grana Padano cheese, showcasing the product's versatility and quality. Participation in Wine to Asia 2025 is a key opportunity to strengthen Grana Padano's position in Asian markets and promote the excellence of Italian agri-food products.
"We bring Italian taste and emotion to China as well," said Stefano Berni, General Director of the Consortium. "While awaiting developments related to U.S. tariffs, our promotional efforts continue steadily for the world's most consumed and appreciated PDO cheese."
The Grana Padano Consortium comprises 142 companies, including 122 producers managing 135 dairies, 142 aging facilities, and 197 packaging operations for portioned, grated, and CET-certified cheese. From January to March 2025, production reached 1,632,065 wheels -- a 2.79% increase over the same period last year.
In 2024, a total of 5,635,153 wheels were produced -- up 3.27% from the previous year -- using approximately 2,953,196 metric tons of milk from 3,576 dairy farms. The entire PDO-certified production chain involves around 50,000 people.
Exports are also on the rise: in 2024, 2,685,542 wheels were sold abroad (+9.15% vs. 2023), equivalent to 104,494 metric tons. Gross market value for consumer cheese in 2024 totaled €4 billion, with €1.8 billion (48.8%) generated in Italy and €2.2 billion (51.2%) abroad. These results confirm Grana Padano as the world's most consumed PDO cheese. (All rights reserved)
(Source: Class Editori)
Notice: No person, organization and/or company shall disseminate or broadcast the above article on Xinhua Silk Road website without prior permission by Xinhua Silk Road.
A single purchase
