Catalan wines win over the Chinese market at ProWine Shanghai 2025 and the Grand Tasting Shanghai

Catalan wines took centre stage this week in China at two leading international events for the wine sector: the Grand Tasting Shanghai and ProWine Shanghai 2025, where Prodeca promoted the participation of more than twenty Catalan wineries.

A high-level tasting in the heart of Shanghai

The Grand Tasting Shanghai, held on Monday 10 November at the Jing An Shangri-La hotel, was an exclusive event aimed at importers, sommeliers, distributors, journalists and sector opinion leaders. Organised within the framework of the European project Taste the Difference (TTD.EU), the tasting offered a privileged platform for promoting Catalan wines already present on the Chinese market.

The event combined a B2B showroom, guided tastings and a press conference for Chinese trade media, and helped strengthen the narrative of Catalan wine before a highly influential professional audience. Prodeca offered two themed masterclasses —A Journey Through Catalonia Wines i Discovering the Montsant of Catalonia— which highlighted the territorial diversity and authenticity of the wines of the Catalan DOs through the participation of 17 Catalan wineries.

Wineries taking part in the Grand Tasting Shanghai: 

• BELL CROS – DO Montsant
• CA N'ESTRUC – DO Catalunya
• CELLER CAPÇANES – DO Montsant
• CELLER LAURONA – DO Montsant
• CELLER VENDRELL RIVED - DO Montsant
• CELLERS SANT RAFEL – DO Montsant
• CELLERS UNIÓ - DO Montsant, DO Terra Alta, DOQ Priorat, DO Catalunya, DO Cava
• COCA I FITÓ – DO Montsant, DOQ Priorat, DO Terra Alta, DO Empordà
• DOSTERRAS – DO Montsant 
• EDETÀRIA – DO Terra Alta
• ETIM – DO Montsant
• CELLER JORDI MIRÓ  - DO Terra Alta
• OLIVEDA – DO Empordà, DO Catalunya
• MASET – DO Cava, DO Penedès, DOQ Priorat, DO Catalunya
• VINICOLA DEL PRIORAT – DOQ Priorat
• VINS NUS – DOQ Priorat, DO Montsant
• VINYES DOMENECH – DO Montsant

Catalonia takes centre stage at ProWine Shanghai 2025

From 12 to 14 November, Catalonia will also be present at ProWine Shanghai, the leading trade fair for the professional wine sector in the Asian market. In this 12th edition, the Espai Catalunya comprises an 84 m² space and the participation of 13 Catalan wineries, five of them with their own stand and eight under the DO Montsant umbrella.

In addition, within the framework of the European project TTD.EU, Prodeca co-organised joint activities with UIV, such as a masterclass on Catalan wine-growing regions, a press conference and several daily mini-tastings for trade and communication professionals. The tastings, under titles such as European Mediterranean Light, Catalan Soul o The European Spirit of Catalan Garnacha, highlighted the personality and quality of Catalan wines, an expression of a Mediterranean culture that is both deeply rooted and innovative.

Wineries taking part in ProWine Shanghai 2025:

• DO MONTSANT
• DOSTERRAS – DO Montsant
• CELLERS UNIÓ - DO Montsant, DO Terra Alta, DOQ Priorat, DO Catalunya, DO Cava
• CELLER VENDRELL RIVED - DO Montsant
• CELLERS SANT RAFEL – DO Montsant
• CELLER CAPÇANES – DO Montsant
• CELLER LAURONA – DO Montsant
• BELL CROS – DO Montsant
• VINYES DOMENECH – DO Montsant
• CELLER JORDI MIRÓ  - DO Terra Alta
• LA CONRERIA – DOQ Priorat
• VINÍCOLA DE NULLES – DO Tarragona
• MAS DOIX – DOQ Priorat
• MASET – DO Cava, DO Penedès, DOQ Priorat, DO Catalunya

The Chinese market, a strategic priority for Catalan wine

The wine market in China has established itself as one of the most important globally and continues to expand, driven by rising disposable incomes and the consolidation of a middle class with greater purchasing capacity. With 52 million regular consumers and nearly 900 million urban residents with high purchasing power, the country represents a strategic opportunity for Catalan producers. China is currently the world's seventh largest wine importer, with 248 million litres imported in 2024 and a value of 1,162 million dollars, 20% more than the previous year, and it is expected to reach 1,300 million dollars in 2025.

Red wine continues to dominate the market (73% of volume), followed by white wine (22%) and, growing, sparkling wine, which, although still a small share (2.5% of value), is the most dynamic segment with the greatest potential, especially among younger generations and in premium consumption settings. According to Euromonitor International forecasts, sparkling wine will grow by 47% in value and 24% in volume between 2024 and 2028, confirming the trend towards greater product appreciation and an 11.3% increase in the average purchase price.

Against this backdrop, China is currently the sixteenth destination market for Catalan wines, with exports of 7 million euros in 2024, despite a 20% decline compared with the previous year. Despite this correction, the country's growing commercial openness and demand for high-quality European products open up new opportunities for Catalan wines, especially in segments geared towards differentiation, sustainability and added value.

An action within the European Taste the Difference framework

These actions form part of the European project Taste The Difference (TTD.EU), co-financed by the European Union, which promotes wines with European geographical indications in third markets. The project, led by Unione Italiana Vini (UIV) and Prodeca, aims to strengthen the perception of the added value of European wines among consumers and professionals in the Chinese market.