Catalonia opens its DO wines to the Chinese market with a strategic international business mission

From 2 to 6 June Catalonia hosted a new inbound mission with opinion leaders and importers from China's wine sector, organised by Prodeca under the European agri-food promotion project "Taste The Difference" (TTD.EU). The initiative aimed to consolidate the internationalisation of Catalan designation-of-origin wines and cavas through strategic networking with key markets.

The meeting brought 14 Chinese importers and buyers to Barcelona, accompanied by Sarah Liao, the TTD.EU programme's representative in China, who took part in business meetings and discovery activities in the territory to deepen their knowledge of Catalan wineries, their traceability and the distinctiveness of their production.

The mission began at the Teatre Nacional de Catalunya under the Prodeca Forum and the Catalan Food Business Forum, where meetings took place between international operators and Catalan wineries. The agenda also included a masterclass by sommelier Gemma Muray (CARAM CARAM), several networking events such as a welcome cocktail and joint dinners, as well as professional visits to three wineries representing different Catalan Designations of Origin.

These territory visits played a key strategic role in adding value to the story, the landscape and the knowledge behind each bottle. The following activities were scheduled:

• 3 June - AVGVSTVS FORVM (DO Penedès): guided visit, tasting and cocktail reception.
• 6 June (morning) - EDETÀRIA (DO Terra Alta): visit and lunch at the winery.
• 6 June (afternoon) - CLOS PACHEM (DOQ Priorat): guided visit and tasting.

This was the second international inbound mission Prodeca has organised in 2025, after the first one held during Barcelona Wine Week (BWW) with US operators. The commitment to taking the Catalan wine sector abroad forms part of the shared strategy with the Department of Agriculture, Livestock, Fisheries and Food to give visibility and added value to the territory's wines and cavas in international marketing settings.

The TTD.EU project is co-financed by the European Union and managed jointly with Unione Italiana Vini (UIV). Its purpose is to promote European excellence in agri-food quality, with activities aimed at importers, distributors and other key professionals in strategic markets such as China.