Chinese wine aims to win over Europe

Through the grapevine

Although China has become one of the world's largest wine-consuming countries over the past two decades, China's own wine production has yet to catch up with the same-level of influence in international recognition.

Over the past two decades, wine production in regions such as Ningxia, Xinjiang and Shandong has expanded rapidly, while some Chinese wineries have gained attention at international competitions. However, awareness among European consumers and professionals remains limited.

Sun said perceptions are gradually beginning to change.

In February of this year, Changyu participated in Wine Paris, one of Europe's largest wine exhibitions. During the event, French President Emmanuel Macron visited the company's exhibition space.

Sun later referred to comments Macron made during an AFP interview, in which the French president said China was capable of producing fine wines and warned French producers to pay attention to competition from countries including China and Italy.

"I think those remarks represent strong recognition of Chinese wine," Sun said.

For industry observers, however, one of the biggest barriers facing Chinese wine internationally is

still a lack of understanding rather than quality itself.

Fan Lina, a wine and spirits expert and founder of the Paris International Wine and Spirits Experience Center, said many European consumers simply have little exposure to Chinese wine regions or styles.

"There is still a major knowledge gap internationally when it comes to Chinese wine," Fan said, adding Chinese wine remains largely absent from international wine education systems and professional training programs.

"As for professional education and training, Chinese wine regions remain almost blank within the international system," she said.

According to Fan, this lack of familiarity can sometimes lead Chinese producers to misread the European market.

"Some Chinese producers believe Europeans do not like Chinese wine," she said. "But in many cases, people simply have never had the opportunity to understand or taste it."

Fan said many European wine consumers are surprised when introduced to Chinese wines for the first time.

"We have met many wine lovers who are surprised when they taste Changyu wines and say, 'China can produce such good wine?'" she said.