As part of Wine Institute's partnership with Visit California, the state's tourism organization, Golden State wines will be featured at an event billed, "California Winemaker's Dinner Meets Chinese Banquet" in Shanghai, as well as a VIP reception at the U.S. Embassy in Beijing.
There are still a few wine-producing countries left on the map that command genuine novelty value. China may boast the world's fifth-largest vineyard area and a thirsty domestic population that consumes nearly all of its wine, but in fine-wine circles, its presence in Europe is still headline news.
Now the "Koshu grape" fills terraces on the foothills of Mount Fuji, where those in the know say it makes a pretty decent and uniquely Japanese white wine that industry leaders say they intend to export to the West.
China Foods Ltd - the Hong Kong-listed consumer food arm of Cofco, the country's largest State-owned food conglomerate - will buy two or three wineries in Australia and the United States, in a bid to expand its wine sales while fending off competition from surging wine imports
A group of 26 Napa Valley Vintner members is traveling to Hangzhou, Beijing, Shanghai and Xi'an from April 12-21 to share their wines and their stories with consumers, members of the wine trade and media
Educating Chinese drinkers about Australian wine at the point of purchase, including venues such as supermarkets, bars and six-star hotels, will be crucial for the industry to thrive in one of the most important wine markets in the world
China has now ballooned to the world's fifth-largest consumer-and sixth-largest producer-of wine, according to a recent study by International Wine and Spirits Research, which quantifies the global alcohol market. But the wine industry in China is still confused over how best to describe the product it's trying to sell.
China, including Hong Kong, is the world's fifth-largest wine market, and its thirst for wine is on the rise, according to the report released by wine-trade fair Vinexpo and compiled by International Wine & Spirit Research.
Domestic red wine companies are seeing slumping profits, and some are turning a loss for the first time. Experts say that in addition to the falling price of wine, foreign imports are nabbing up market share through new sales strategies and superior marketing.