Summary
On 18, 20, and 22 May 2026, Wines of Chile successfully held the 'Chile Wine Roadshow' in Beijing, Shanghai, and Guangzhou. The event featured three themed masterclasses, a tasting session with 19 exhibitors, and media interviews, attracting nearly 900 trade visitors. The masterclasses were led by Tang Liyan, Lu Yang, and Liu Weiran, focusing on desert, Patagonia, and high-altitude regions, the influence of the Humboldt Current, and classic styles from the Central Valley.
The tasting showcased a full range of Chilean wines from entry-level to premium. Julio Alonso Ducci, Global Commercial Director of Wines of Chile, emphasised in an interview the core value of 'terroir diversity', including diverse soils, mountain-sea microclimates, and geographic isolation. He noted changes in the Chinese market such as rational consumption, channel diversification, rising education needs, and quality orientation.
Leveraging zero tariffs, 12 years of market presence, brand recognition, and high quality-price ratio, Chilean wines aim to consolidate their leading position in China. Visitor numbers were approximately 320 in Beijing, 250 in Shanghai, and 250 in Guangzhou, marking a strong return of Chilean wines in the Chinese market.
Commentary
For New Zealand SME owners, the strong return of Chilean wines in China is a noteworthy signal. First, Chilean wines benefit from zero tariffs, making them price-competitive for Chinese consumers, directly challenging New Zealand wines. Both enjoy zero tariffs, but Chile has been more proactive in brand promotion and terroir storytelling, as seen in this roadshow's masterclasses and media interviews reinforcing 'terroir diversity'.
New Zealand wine producers should consider how to more effectively tell their own terroir stories, highlighting unique regions like Marlborough Sauvignon Blanc and Central Otago Pinot Noir. Second, Chile's strategy shows that Chinese consumer perception has shifted from 'value for money' to 'terroir character and ageing potential'. This means New Zealand wines may need to go beyond 'purity' and 'naturalness' to showcase specific microclimates and soil types.
Additionally, the roadshow attracted nearly 900 trade visitors, indicating that offline tastings and education remain key channels for brand building in China. New Zealand wine companies could partner with local importers to host similar masterclasses or tastings, offering in-depth experiences to meet growing educational demand. Chile's emphasis on 'high quality-price ratio' also reminds New Zealand producers to balance price and quality to avoid losing the mid-market.
Overall, Chile's aggressive marketing will intensify competition in China's imported wine market, but New Zealand wines can still grow in premium and fine wine segments by strengthening their unique terroir stories and leveraging the NZ-China FTA.
Keywords: Chilean wine, China roadshow, terroir diversity, zero tariff, masterclass, tasting, market promotion, brand building, imported wine
Summary in Chinese | 摘要
2026年5月18日、20日及22日，智利葡萄酒协会在北京、上海、广州三地成功举办“智利葡萄酒巡展”。活动包括三大主题大师班、19家展商品鉴会及媒体专访，共吸引专业观众近900人。大师班分别由唐丽燕、吕杨、刘巍然主讲，聚焦沙漠、巴塔哥尼亚、高海拔产区，洪堡洋流影响，以及中央山谷经典风格。
品鉴会展示了智利葡萄酒从入门到精品的完整产品线。智利葡萄酒协会全球商务总监Julio Alonso Ducci接受采访，强调智利葡萄酒的“风土多样性”核心价值，包括多样土壤、山海互动微气候、地理隔离优势。他指出，中国市场呈现消费理性化、渠道分化、教育需求升级、品质导向等变化，智利葡萄酒凭借零关税、十二年市场深耕、品牌认知和高质价比等优势，将巩固其在中国市场的领先地位。
三站观众规模分别为北京约320人、上海约250人、广州约250人，标志智利葡萄酒在中国市场强势回归。
Commentary in Chinese | 评论
对于新西兰中小企业主而言，智利葡萄酒在中国市场的强势回归是一个值得关注的信号。首先，智利葡萄酒凭借零关税优势，在价格上对中国消费者具有吸引力，这直接挑战了新西兰葡萄酒在中国市场的竞争地位。新西兰葡萄酒同样享有零关税待遇，但智利在品牌推广和风土叙事上的投入更为积极，例如本次巡展通过大师班和媒体采访强化了“风土多样性”概念。
新西兰葡萄酒业者应思考如何更有效地讲述自己的风土故事，比如突出马尔堡的长相思、中奥塔哥的黑皮诺等独特产区特色。其次，智利葡萄酒协会的推广策略显示，中国市场对葡萄酒的认知已从“高性价比”转向“风土个性与陈年价值”。这意味着新西兰葡萄酒若仅强调“纯净”和“自然”可能不够，需要更具体地展示产区微气候、土壤类型等差异化元素。
此外，智利巡展吸引了近900名专业观众，说明线下品鉴和教育活动仍是中国市场建立品牌认知的关键渠道。新西兰葡萄酒企业可考虑与本地进口商合作，举办类似大师班或品鉴会，针对中国消费者日益增长的教育需求，提供深度体验。同时，智利葡萄酒协会强调的“高质价比”定位，也提醒新西兰业者需在价格与品质之间找到平衡，避免因价格过高而失去中端市场。
总体来看，智利葡萄酒的积极营销将加剧中国进口葡萄酒市场的竞争，但新西兰葡萄酒若能强化自身独特风土故事，并借助中新自贸协定优势，仍有机会在高端和精品细分市场保持增长。
关键词: 智利葡萄酒, 中国巡展, 风土多样性, 零关税, 大师班, 品鉴会, 市场推广, 品牌建设, 进口葡萄酒
Source: Sohu
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