In November 2019, Beverage Trade Network hosted the first-ever International Bulk Wine & Spirits Show (IBWSS) in Shanghai, China. The two-day event (November 5-6, 2019) included an exhibition trade show floor for buyers and sellers to meet in a central marketplace, as well as a series of speaker presentations, panel discussions, and Q&A sessions designed to offer practical, actionable advice about the Chinese bulk wine and spirits industry.

Who were the exhibitors?

The event was open for global bulk wine producers, negociants, brokers, contract bottlers, importers and distributors looking to enter the fast-growing Chinese wine market. By becoming an exhibitor at this first event of its kind in China, they were able to meet directly with Chinese buyers looking to expand imports of foreign wine.

At the same time, they were able to explore the many new offerings from the Chinese wine market, including vineyards that specialize in Cabernet Sauvignon, Merlot and Cabernet Gernischt for the global bulk wine market.

The two-day IBWSS China event held on 5-6 November 2019 featured two major components – a lively exhibition trade show floor where 30+ exhibitors were able to meet directly with potential buyers in China’s vibrant wine capital. There was plenty of time for networking, making contacts, and face-to-face interactions with Chinese buyers. This was really a unique opportunity to expand into the all-important Chinese wine market.

IBWSS China event featured an all-star lineup of top wine industry experts and insiders, who shared their insights and advice on how to succeed within the global bulk wine and spirits industry.

For example, attendees learnt how Chinese wine drinkers differ from those in other wine markets (especially those of North America and Western Europe), how the Chinese regulatory environment impacts the success of any bulk wine program, and different ways that bulk wine producers are ramping up their China strategies.

To make this event as interactive as possible, Beverage Trade Network planned a list of speakers who can present their own experiences and insights in lively, TEDx-style talks.

Why China?

China is the next big thing in wine. As a wine producer, China now ranks No. 7 in the world. There are now 450 wineries scattered across China, six major wine producing regions (Hebei, Ningxia, Shandong, Shanxi, Xinjiang and Yunnan) in the nation, and fast-growing consumer demand for new wines. Already, China ranks as one of the most important new export markets for wine, with Chinese consumers showing a particular preference for red international wine varieties.

In fact, China is now the largest red wine market in the world. Building on this growing excitement about the Chinese wine industry, two major Bordeaux producers (Castel, Barons de Rothschild) already have a presence within China’s Shandong region, and in the coming years, it is expected that links between Old World wine producers and New World wine producers in China will continue to grow and expand. Thus, attending the upcoming 2019 IBWSS event in Shanghai, China represents a unique opportunity to get in front of this important trend.

Shanghai, as the host city of the 2019 IBWSS China event, is particularly noteworthy. Shanghai is the most populous city in the world, with a population of more than 24 million as of 2017. With a favorable location and distinct oriental culture, Shanghai has attracted many foreigners, including Bernard Shaw, Albert Einstein and Tagore, to live here, or just experience the oriental charm. In the eyes of a foreigner, Shanghai has a unique oriental charm, while in the eyes of a Chinese, Shanghai certainly has strong Western flavor.