Catalonia's wine sector refocuses its commercial strategy on China

PRODECA - Department of Climate Action, Food and Rural Agenda is organising the joint participation of 15 Catalan wineries at Prowine Shanghai, one of the most important trade platforms for the wine sector in Asia, which held its 10th edition from 8 to 10 November. The Catalan wineries took part under the brand "Catalonia, where wine is culture" to showcase Catalonia's wine potential in one of the Catalan agri-food sector's strategic markets. 

Catalonia's institutional participation in Prowine Shanghai through PRODECA reflects the sector's international commitment, with exports always one of the pillars of its commercial reach. 

Catalan wineries taking part in Prowine Shanghai: 

• BELL CROS (Priorat)
• BUIL & GINÉ (Priorat)
• CAL BESSÓ (Priorat)
• CASTELL D’OR (Alt Camp)
• CELLER CAPÇANES (Priorat)
• CELLER LAURONA (Priorat)
• CELLER VENDRELL RIVED (Priorat)
• CELLERS SANT RAFEL (Priorat)
• CLOS MONTBLANC (Conca de Barberà)
• COCA I FITÓ (Priorat)
• DO MONTSANT
• DE MULLER (Baix Camp)
• DOMENIO (Baix Penedès)
• GRUP OLIVEDA (Alt Empordà)
• LLOPART (Alt Pendès)
• VINYES DOMÈNECH (Priorat)

Resuming trade relations with a strategic market

China is one of the most important markets for the Catalan agri-food sector overall and for wine in particular. It is the 6th largest wine consumer by volume (1,023 million litres in 2022) and the second market by value (€24,899.7 million) after the United States. Per-capita consumption is low (0.9 litres), although an estimated 52 million people drink wine regularly. The average unit purchase price has risen 2% in value terms, although total sales value and volume fell by almost 7% between 2021 and 2022. For Chinese consumers, drinking wine is associated with a better standard of living, especially among the emerging middle classes.  

Forecasts for the next 5 years, according to Euromonitor International Ltd data, indicate that sparkling wine will see a strong upturn, with estimated growth of almost 30% in value and 16% in volume on 2022. Other wines are expected to fall 14% in volume and rise 4% in value, an estimate consistent with consumers placing ever more value on wine, as the sustained rise in average price shows. 

Recovering a market with growth prospects

This rising consumption trend should lead, in the coming years, to higher imports and that is an opportunity for Catalan companies. "Before the pandemic the sector was already working commercially in this market. The restrictions took their toll, and now the DO must support and accompany our wineries so they can do business there", said Pilar Just, chair of DO Montsant. The body has once again put its trust in Prodeca and, bringing together eight wineries from the designation, took part with its own stand under the brand "Catalonia, where wine is culture". 

"We must showcase the territory with our historic varieties", she added. Pilar Just believes that "although it is a complicated market, China has great potential. Its consumers' level of expertise has grown a lot and they are very keen to discover new wines". The chair of DO Montsant is confident about the opportunity the consumption growth outlook represents, "especially for this final quarter", and about the commercial reach it should bring Catalan wineries. 

One of the main trade platforms for the wine sector in Asia

Prowine Shanghai (formerly Prowine China) is a trade-only event organised by Messe Düsseldorf China and UBM, held alongside FHC, Food & Hotel China, China's leading food and hospitality fair.

Prowine Shanghai is mainland China's most prestigious fair and the gateway to one of the world's leading wine-consuming markets. The fair returns to normal after years marked by Covid-19: last year's and the 2020 editions were cancelled, and the 2021 one was held under significant restrictions with many exhibitors unable to attend. That 2021 edition had 460 exhibitors and more than 15,000 visitors, half from the Shanghai area and half from the rest of China — figures expected to be exceeded this year.