Chinexita successfully coordinates the participation of 8 wineries from Castilla-La Mancha at CFDF Chengdu 2025

CFDF Chengdu, a key date on China’s wine industry calendar, reaffirms its importance as a strategic platform for Spanish wine in a transforming market.

Chinexita successfully organized the participation of eight wineries from Castilla-La Mancha at the China Food and Drinks Fair (CFDF) Chengdu 2025, held from March 21 to 24, providing full support for the collective stand of the Castilla-La Mancha Foreign Promotion Institute (IPEX). Each winery had its own 18.36 m² space within the shared pavilion.

From coordinating with the wineries for stand design, producing promotional materials, and sending samples, to providing on-site technical assistance during setup and continuous support throughout the event, Chinexita led all logistical and promotional aspects of the initiative. Thanks to our own destination-based warehouse, we ensured the timely delivery of samples, successfully overcoming the customs challenges that still affect agri-food products in China.

Over the four-day fair, the wineries engaged directly with Chinese importers and distributors, generating promising business opportunities in a dynamic commercial environment.

The participating wineries were:

  • Virgen de las Viñas Winery and Oil Mill
  • Finca Antigua
  • Bogarve 1915
  • Bodegas Montalvo Wilmot – Pago Los Cerrillos
  • Ayuso Winery
  • Domain of Punctum
  • Mano a Mano Wineries
  • Pío del Ramo Winery

All participants agreed on the commercial value of attending the fair, highlighting the event’s high level of professionalism and the opportunity to gain visibility in an increasingly competitive market.

Evolution of the Chinese Market and New Opportunities for Spanish Wine

After years of decline, the Chinese wine market is beginning to recover. In 2024, wine imports rose by 13.7% in volume and 39.6% in value compared to 2019 (pre-pandemic levels), marking a trend reversal, partly due to the return of Australian wines. However, the recovery has not been uniform across all exporting countries.

Spain, in particular, has suffered a significant loss of market share following Australia’s comeback. Nonetheless, the average price increased, indicating that Chinese consumers continue to value quality wines.

Spanish wine still struggles with a “budget product” label, in contrast with the strong brand image already established by French and Australian wines. To overcome this perception, a solid positioning strategy is needed, along with consistent presence at trade fairs such as CFDF Chengdu, investment in branding, consumer education, and a compelling narrative highlighting the origin, quality, and diversity of Spanish wine.

Key trends and recommendations

Experts agree that the Chinese market is undergoing a phase of “self-adjustment,” where the professionalization of distribution channels, the growth of e-commerce, and the rise of a new generation of young consumers are opening new doors for wineries with a clear, quality-driven value proposition.

Notable trends include:
• Growing interest in good value-for-money wines, especially in second- and third-tier cities.
• The importance of investing in brand and communication beyond the product itself.
• The consolidation of wine consumption in social settings, with an emphasis on modern, organic, or natural labels.
• The expansion of e-commerce as a key sales channel.
• Increasing demand for white, sparkling, and fruity varietal wines.

CFDF Chengdu: A Key Meeting Point for Spanish Wine

CFDF Chengdu is one of the most important wine trade shows in Asia and undoubtedly the top industry event in the first half of the year in China, drawing the attention of importers, distributors, and industry influencers from across the country. It is a key platform for accessing both major urban centers and emerging inland markets.

At Chinexita, we recommend that Spanish wineries maintain a consistent presence at key annual trade shows such as:
• ProWine Hong Kong and ProWine Shanghai – May and November
• Interwine Guangzhou – May
• Topwine Beijing – June
• CIIE Shanghai (China International Import Expo) – November

Investing in China with a Long-Term Vision

Spanish wine has much to offer the Chinese market, but success requires a medium- to long-term strategy based on trust, professionalism, and consistency. Fairs like CFDF Chengdu are essential components of this strategy, and Chinexita remains committed to supporting wineries in their efforts to gain a strong foothold in the market.

We thank IPEX and all participating wineries for their trust in Chinexita. We will continue working to pave the way for Spanish wine in China.

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