Summary
On 18, 20, and 22 May 2026, Wines of Chile successfully held the 'Chile Wine Roadshow' in Beijing, Shanghai, and Guangzhou. The event featured three themed masterclasses, a tasting session with 19 exhibitors, and media interviews, attracting nearly 900 trade visitors. The masterclasses were led by Tang Liyan, Lu Yang, and Liu Weiran, focusing on desert, Patagonia, and high-altitude regions, the influence of the Humboldt Current, and classic styles from the Central Valley.
The tasting showcased a full range of Chilean wines from entry-level to premium. Julio Alonso Ducci, Global Commercial Director of Wines of Chile, emphasised in an interview the core value of 'terroir diversity', including diverse soils, mountain-sea microclimates, and geographic isolation. He noted changes in the Chinese market such as rational consumption, channel diversification, rising education needs, and quality orientation.
Leveraging zero tariffs, 12 years of market presence, brand recognition, and high quality-price ratio, Chilean wines aim to consolidate their leading position in China. Visitor numbers were approximately 320 in Beijing, 250 in Shanghai, and 250 in Guangzhou, marking a strong return of Chilean wines in the Chinese market.
Commentary
For New Zealand SME owners, the strong return of Chilean wines in China is a noteworthy signal. First, Chilean wines benefit from zero tariffs, making them price-competitive for Chinese consumers, directly challenging New Zealand wines. Both enjoy zero tariffs, but Chile has been more proactive in brand promotion and terroir storytelling, as seen in this roadshow's masterclasses and media interviews reinforcing 'terroir diversity'.
New Zealand wine producers should consider how to more effectively tell their own terroir stories, highlighting unique regions like Marlborough Sauvignon Blanc and Central Otago Pinot Noir. Second, Chile's strategy shows that Chinese consumer perception has shifted from 'value for money' to 'terroir character and ageing potential'. This means New Zealand wines may need to go beyond 'purity' and 'naturalness' to showcase specific microclimates and soil types.
Additionally, the roadshow attracted nearly 900 trade visitors, indicating that offline tastings and education remain key channels for brand building in China. New Zealand wine companies could partner with local importers to host similar masterclasses or tastings, offering in-depth experiences to meet growing educational demand. Chile's emphasis on 'high quality-price ratio' also reminds New Zealand producers to balance price and quality to avoid losing the mid-market.
Overall, Chile's aggressive marketing will intensify competition in China's imported wine market, but New Zealand wines can still grow in premium and fine wine segments by strengthening their unique terroir stories and leveraging the NZ-China FTA.
Keywords: Chilean wine, China roadshow, terroir diversity, zero tariff, masterclass, tasting, market promotion, brand building, imported wine
Source: Sohu
Disclaimer: This article is compiled from publicly available sources for general information only. The analysis and commentary are editorial opinions. MiDeer Observer does not guarantee the accuracy or completeness of the information provided. Readers should seek independent professional advice before relying on this content, or contact us for more information.
