Wines from Germany impress at the 114th Food & Drinks Fair in Chengdu

Supported by the German Federal Ministry of Agriculture, Food and Regional Identity, the German Pavilion stood out as one of the fair’s most professional and widely recognized national showcases.

Premium Wines From all German Wine Regions

Hundreds of wines from nearly all German regions were introduced, reflecting both classic styles and innovative premium selections and attracting strong interest from distributors, hospitality buyers, new‑retail platforms and media representatives.

Knowledge Exchange

To deepen visitors’ understanding of German wine culture, the pavilion hosted eight German Wine Mini Sessions that explored market‑relevant themes such as dry Riesling, other leading German white varieties and the growing appeal of German Pinot Noir. These sessions offered valuable insight into stylistic characteristics, food pairing potential and consumption trends among Chinese wine drinkers.

Participation in the Chengdu–Europe Industry Dialogue

In addition, the German Wine Institute and representatives from German wineries took part in the Chengdu–Europe Industry Dialogue at the invitation of the Qionglai Municipal Government. The exchange focused on bilateral wine culture, advances in winemaking technology, brand development and opportunities for integrating wine with cultural tourism. Remarks from Manuela Liebchen, Asia Regional Marketing Manager, highlighted Germany’s strength as a producer of light, refreshing and elegant wines that resonate with China’s increasingly casual and approachable wine culture, while Jeuce Huang, the Institute’s China Representative, outlined current market strategies and distribution dynamics.

German Wine Night

In the evening, the Consulate General of the Federal Republic of Germany in Chengdu and the DWI co‑hosted German Wine Night. The event brought together industry partners, distributors and media for an immersive tasting that showcased the regional diversity and stylistic richness of German wines, further strengthening ties between German producers and the Chinese market.

DWI honored One of China’s Top 10 Marketing Organizations

During the fair, the German Wine Institute was once again named one of the Top 10 Marketing Organizations of the Year at the “JD Cup” 2025 China Wine Market Awards—its sixth time receiving this distinction, underscoring a decade of continuous engagement and visibility in China.

10 Years of DWI in China: A Decade of Building Riesling’s Reputation

The year 2025 also marks the Institute’s 10th anniversary in the country. Its widely recognized “No Summer Without Riesling” campaign has played a key role in establishing Riesling as a refreshing seasonal favorite among younger consumers, transforming it from a niche category into a firmly anchored choice in the minds of Chinese wine enthusiasts.

Market Outlook

During the fair, the WBO magazine and JD Supermarket-platform jointly released, the 2026 China Wine Consumption Market White Paper, which points to a market undergoing structural adjustment and shifting toward everyday consumption, younger demographics and more relaxed, self‑indulgent drinking habits. Although imports are declining in volume, they are trending toward premiumization. The growing preference for easy, unburdened wine enjoyment aligns seamlessly with the German Wine Institute’s 2026 global promotion theme: „Keep it Light! Enjoy Wines Made in Germany.“