Marking its third edition, the Vinitaly China Roadshow 2020 is set to land in Shanghai, Xiamen and Chengdu from 14 to 18 September.
Despite the cancellation of Vinitaly’s main show in Verona this year, the organiser’s international events are taking place this autumn according to plan.

In 2019, the Vinitaly China Roadshow welcomed more than 3,500 visitors in four cities, namely Beijing, Zhengzhou, Xi’an and Guangzhou, with more than 50 Italian wine exhibitors representing 500 wines. Organiser Veronafiere will once again join hands with Italian Trade Agency (ITA) and has partnered with Shenzhen Pacco this year to put on the show.

In each roadshow city, the event will be backed by local and strategic partners, ranging from hotels, restaurants, bars to agents and distributors, in order to organise “Italian Wine Week” activities, and tighten the B2B event by combining online and offline promotions. For example, in the stop in Shanghai and Chengdu, the show will invite ambassadors from the Vinitaly International Academy to host “I Love Italian Wines” workshop to educate more industry professionals about the beauty of the region.

The trade fair’s WeChat mini programme will enhance its functionality, focusing on B2B features. It is hoped that participants of the show can easily access information, from the distributor profile to wine details, and eventually strengthen communication between exhibitors and buyers.

Flavio Innocenzi, commercial director of Veronafiere, commented: “Asia as a whole is a very important market, and it has excellent development prospects for both wine and “Made in Italy” products. At present, China is gradually restarting after the pandemic.

“Although there are no plans to hold exhibitions and large-scale international events before October, many roadshows and B2C events for end consumers are rolling out in recent months. Therefore, we hope get more involved in this active recovery and work out the third Vinitaly China Roadshow with the ITA Italian Foreign Trade Commission with the aid of digital platforms.”