Chianti Producers Showcase Wines in Chengdu as Italian Exports to China Fall 25.1%

Every year, the Chianti wine region in Tuscany produces about 100 million bottles, with more than 70% destined for international markets. Of these exports, 5% are shipped to China, a country recognized as one of the world’s largest and most challenging wine markets. According to Istat data, Italian wine imports to China dropped by 25.1% in 2025 compared to the previous year, reaching just €66.9 million. Despite this decline, the Consorzio Vino Chianti, led by Giovanni Busi, continues to invest in market diversification beyond its established destinations such as the United States, Germany, the United Kingdom, and Canada.

The Consorzio has made a strategic commitment to China, viewing it as a key market for the future of Chianti wines. On March 23, representatives from the Consorzio participated in the “Italy’s Wine & Spirits” forum in Chengdu, an event organized by ICE Beijing. From March 24 to March 26, Chianti producers are also present at Vinitaly China 2026 in Chengdu, a major economic hub in Sichuan province.

Giovanni Busi emphasized that China presents both complexity and opportunity for Chianti producers. He noted that building strong relationships with local operators and buyers is essential for success. Events like Vinitaly China help bridge not only physical distances but also cultural gaps between Italian producers and Chinese consumers. Busi stated that investing in China means continuing to share the value of Tuscan wines and traditions while helping local companies find new business opportunities.

During the expo at the “Italy Pavilion,” dozens of Chianti labels are being showcased. On March 24, a special masterclass titled “Chianti: An Ancient Land for a Modern Wine – Wine Landscapes and the Skilled Hands of Its Winemakers” will take place. The session will guide Chinese wine enthusiasts, buyers, and media through a tasting of six selected Chianti wines. The focus will be on subzones within the Chianti region and the unique characteristics of different producers. The masterclass will be led by a manager from Southwest China’s leading wine education center.

Although China has not yet fulfilled its potential as a market for Italian wine, it remains one of the largest in the world. For Chianti producers, continued engagement and education are seen as crucial steps toward unlocking future growth in this complex but promising market.