The China Food and Drinks Fair (CFDF) in Chengdu, held this spring, highlighted both the resilience and evolution of China’s wine market, which continues to adjust to a slower pace. Despite an overall cautious tone from buyers and exhibitors, the event revealed fresh opportunities and shifting industry strategies.
As one of the most significant events in China’s beverage industry, the spring edition of CFDF typically serves as an indicator of market trends. This year, while foot traffic was lower than in previous editions, hotels across Chengdu were alive with activity, signaling a shift in where the action was taking place. Behind the bustle, a more cautious market atmosphere emerged, reflecting how industry players are adapting to a new normal.
Hotel Fairs Become Central to CFDF Experience
What distinguishes CFDF from global wine fairs like Vinexpo or ProWein is its expansive network of off-site “hotel fairs.” Held concurrently with the main exhibition, these self-organized events have become an integral part of the CFDF, attracting crowds before the official exhibition even opens.
From March 21 to 24, four high-end hotels—Niccolo, Shangri-La, Kempinski, and Wanda Reign—hosted wine-focused showcases that attracted various industry segments. Niccolo focused on international producers and wine consortiums, Shangri-La attracted importers, Kempinski highlighted supply chain companies, and Wanda Reign drew large crowds due to its proximity to the baijiu section.
Many wine exhibitors opted to concentrate their efforts solely on the hotel fairs due to the location of the main venue, the Western China International Expo City, which is some distance from the city center. At these hotel events, pavilions from wine-producing countries such as France, Germany, Spain, Italy, and Chile were well represented. Major brands like Penfolds, Torre Oria, and VSPT set up expansive booths, with Australian producers making a strong return following the lifting of anti-dumping tariffs. Notably, Halliday Wine Companion reappeared after a hiatus since 2020, bringing several five-star wineries to the event.
Buyers Stay Cautious, Exhibitors Shift Focus
While the hotel fairs drew strong crowds, exhibitors noted a more pragmatic mood among attendees. “The crowd has been good, but this isn’t about closing sales,” said Hong Boyong, CEO of boutique Australian wine importer Pran Wines. “Deals with premium wines take time. This is more about building awareness and establishing new connections.”
Sarah Liao, who led the Catalonia pavilion, described the current market as a “mature phase” for the wine industry. “The market is no longer overheated,” she said. “This more rational climate may be exactly what the industry needs.”
In response to the market’s more cautious tone, many exhibitors shifted their focus from immediate transactions to long-term branding and channel development. For example, Constellation Brands opted for a modest booth at Niccolo to enhance brand visibility rather than aim for direct sales. Similarly, Chen Xiaoxia, general manager of Xiamen Arab League Import and Export Company, which distributes Argentine winery Rutini wines, stated, “We’re not aiming for volume sales here—exposure and positioning are just as valuable.”
This more pragmatic approach was also reflected in exhibitors’ budget strategies. Fujian-based Fond Wine, known for its large booths at previous CFDF editions, opted for a more modest setup at a hotel venue instead of the main exhibition hall. “This event is about reconnecting with old partners,” said General Manager Wu Yonglei. “If someone’s serious, they’ll come find us. It makes more sense to invest in channel building than to overspend on one exhibition.”
Even with a smaller presence, Fond Wine attracted consistent traffic, proving that a strong brand reputation continues to draw attention.
New Trends: Lighter Wines and Alcohol-Free Options Gain Popularity
Despite the more rational mood at CFDF, emerging trends were evident. White and sparkling wines saw growing interest, signaling a shift in consumer preferences. Niccolo Hotel even dedicated a special zone to white wines, and the Wines of Germany and New Zealand Winegrowers jointly hosted a white wine forum, drawing considerable buyer interest.
Even traditional Australian red wine producers are adjusting to these changes. “There’s still demand for Shiraz and Cabernet Sauvignon,” said Shana Rohn, general manager of Halliday Wine Companion. “But we’re seeing rising interest in lighter reds, which is great news for regions like Victoria and Tasmania.”
Sparkling wines and alcohol-free options also garnered attention at the fair. Shenzhen-based supply chain company Devofast prominently featured these categories, securing deals on-site. “As summer approaches, sparkling wine demand goes up. Meanwhile, non-drinkers and designated drivers are driving interest in alcohol-free wines,” a representative from Devofast explained.
Consolidation and Supply Chain Integration on the Rise
As the market cools, consolidation and supply chain integration are becoming more prevalent. Qingdao Long Vision, an importer of Italian sparkling wines, expanded its portfolio by adding Spanish OEM sparkling wines to meet growing demand. “Many importers are scaling back, so they’re looking to us for sourcing,” said General Manager Yu Hongjie. “Italian sparkling volumes weren’t enough, so we added Spain to meet demand.”
Devofast also reported increased interest from importers. “Some exhibitors at Kempinski are actually our clients,” shared a staff member, highlighting how the lines between suppliers and buyers are increasingly blurred.
Retail and E-Commerce: A Growing Focus for Importers
Retail channels were another key focus for exhibitors. Georgian wine brand Ranina leveraged its booth to target distributors on emerging platforms like Meituan and Hema, emphasizing the growing importance of instant retail. “Instant delivery is trending, and it’s a great fit for Ranina,” a representative said. “We want people to know our wines are available on major platforms—they’re accessible and recognizable.”
Similarly, at the KWV booth, representatives highlighted how the South African winery has successfully tapped into membership warehouse stores like Sam’s Club to boost sales. “We’re doing well, but we’re not resting. We’re actively looking for more retail buyers,” said a company representative.
Conclusion: Adaptation and Long-Term Vision Key for Success
As trends shift toward lighter, sparkling, and alcohol-free wines, and as retail and on-demand platforms gain traction, the message from CFDF is clear: China’s wine industry is evolving towards more personalized, convenience-driven consumption. With growing attention on brand positioning, supply chain integration, and emerging retail channels, the industry is adapting to new realities. The CFDF continues to serve as a key barometer of these shifts, and how producers and importers position themselves in this changing landscape will determine their long-term relevance in the market.
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