Vinitaly China Chengdu

Vinitaly China Chengdu 2026 will take place from March 22 to 25, 2026 in Chengdu, China, following the original Vinitaly Fuorisalone format. The event builds on the heritage of Vinitaly in Verona while adapting its structure to the realities of the Chinese market, including buyer behaviour, distribution models and regulatory requirements. For exhibitors, this means access to a curated professional audience actively involved in wine import, distribution and on-trade procurement. For buyers, the format provides a focused environment to evaluate international producers, compare styles and price positioning, and initiate direct commercial discussions without the noise typical of consumer-oriented wine festivals.

The thematic focus of Vinitaly China is centred on wine and spirits, with a strong educational and market-development component. In addition to exhibition areas, the event traditionally integrates masterclasses, tastings and thematic sessions led by industry experts, helping buyers and distributors better understand origin, positioning and quality differentiation. This structure is particularly relevant in China, where education and storytelling play a critical role in brand adoption. For producers, it allows alignment of product narratives with market expectations; for buyers, it supports more informed selection and portfolio building.

Vinitaly China Chengdu attracts a professional B2B audience including international wine and spirits producers, Chinese importers, regional distributors, horeca operators, sommeliers and specialised retailers. The participant profile is designed to encourage targeted matchmaking rather than general exposure. For exhibitors, this results in higher-quality leads and more efficient meetings with decision-makers who control purchasing and channel strategy. For visitors, it provides direct access to producers and brand owners, facilitating discussions on pricing, exclusivity, distribution rights and long-term cooperation.

The exhibition showcases a wide range of wines and spirits, with particular emphasis on branded portfolios positioned for the Chinese market. Exhibitors typically present complete brand stories, pricing structures and market strategies rather than isolated SKUs. For importers and distributors, this enables evaluation of portfolio fit, margin structure and scalability. For horeca buyers and sommeliers, the format supports tasting-based selection aligned with menu concepts and customer profiles, reducing risk in new product introduction.

Chengdu has emerged as one of China’s most dynamic cities for premium food and beverage consumption, with strong horeca development and growing demand for imported wine. Hosting Vinitaly China in Chengdu reinforces the event’s focus on market access beyond first-tier coastal cities. For international exhibitors, the location offers exposure to Western China’s distribution networks; for domestic buyers, it provides a convenient platform to access global producers without travelling abroad.

Vinitaly China Chengdu is organised by Veronafiere, the Italian exhibition group behind Vinitaly in Verona. Veronafiere’s long-standing role in the global wine industry underpins the credibility of the event and ensures continuity in quality standards, buyer selection and educational programming. For participants, organiser reputation is a practical guarantee that the exhibition operates as a serious trade platform, supporting structured matchmaking, professional content and commercially relevant outcomes rather than purely promotional exposure.