WBWE goes to China

By Lisa Riley

Published: 21 November, 2018

The World Bulk Wine Exhibition (WBWE) has revealed it is set to hold its first exhibition in China next year.

The event, which is scheduled for 30 to 31 May 2019, will take place in Yantai (Shandong) – known as China’s ‘city of wine’, and the country’s most important port of entry for bulk wine.

The move to China followed years of negotiations between WBWE, the Chinese government and the regional wine association of Yantai in order to set up the event, which is intended both for international wineries interested in improving their position in China as well as for local and domestic companies.

The aim was for China to become the world’s biggest wine buyer, said the WBWE.

“China is right now the fifth biggest wine importer worldwide and it has the potential to become the top global bulk wine operator. Therefore it is of strategic importance for companies from across the world that would like to position and increase the possibilities of their bulk wines, liquors and private labels in one of the world’s most promising markets,” said WBWE’s delegate for China Wsana Woo.

WBWE China will include face-to-face meetings among producers and importers, talks and keynote lectures oriented towards understanding the Chinese market and learning how to dominate it; key points to enhance the business possibilities carried out by the country’s experts, and sessions focused on revealing the required rules and limitations for brands and Designations of Origin alongside keys to market success.

Reflecting the growing interest in China as a wine market, the International Wine Challenge (IWC), owned by William Reed, announced earlier this year it was launching the competition in the country next year.

The IWC China will be established as a standalone awards and accreditation event focused on the local market, but will benefit from the local experience and knowledge of the team behind the Shanghai International Wine Challenge (SIWC), which has been running for 13 years.

The next WBWE event takes place in Amsterdam next week – 26 and 27 December 2018.

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