Catalonia targets Asian markets with first wine trade mission to China and Taiwan

Eight Catalan wineries are promoting their wines and cavas this week in mainland China and Taiwan as part of a trade mission organized by Catalonia Trade & Investment, the agency for business competitiveness under the Ministry for Business and Labour. This trip is part of the Catalan Wines program, led by Catalonia Trade & Investment, which aims to boost the international commercialization of Catalan wines and cavas. This is the first time the initiative is being held in China.

“Chinese consumers are increasingly turning to premium wines and place particular value on quality, design, and product origin”

Madrona Marcet, Director of the Catalonia Trade & Investment's offices in Hong Kong and Shanghai

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As part of this business mission, two wine and cava tastings were held this week, one in Shanghai and the other in Taipei (Taiwan), with the participation of eight Catalan wineries. These producers presented their wines and cavas to around 30 local professionals, including importers, distributors, and representatives of specialty stores and the HORECA channel in China. The goal of these events is to provide local professionals with the opportunity to experience Catalan wines and cava firsthand and facilitate their entry into the Chinese market, which offers promising opportunities for the wine sector.

Of the participating Catalan wineries, half are cava producers, and together they showcased around ten different labels to the Chinese audience.

According to Madrona Marcet, Director of Catalonia Trade & Investment’s International Trade and Investment Offices in China, "Chinese consumers are increasingly turning to premium wines and place particular value on quality, design, and product origin." For this reason, she adds, "Catalan wines have a great deal to offer in this context: they are synonymous with excellence, diversity, and authenticity."

“Their entry into the Chinese market as part of a well-established program like Catalan Wines represents a unique opportunity to connect with an audience that is increasingly discerning and curious," Marcet concludes.

In addition to the tastings, the program included masterclasses led by local sommeliers, who introduced Catalan products, as well as a series of personalized visits to distribution and sales channels, providing Catalan wineries with insight into the most effective ways to enter this market.

Since 2010, the Catalan Wines program has supported the internationalization of Catalan wines and cavas. Originally launched in the United States, one of the world’s leading wine markets, the program continues to host most of its tastings there, while also expanding to key locations in Europe such as Germany, Switzerland, and Belgium, as well as countries like Mexico, and now, for the first time, China.

According to Catalonia Trade & Investment estimates, Catalan wine and cava exports worldwide have grown by 18.9% over the past five years (2020–2024).

Catalonia Trade & Investment's presence in China

Catalonia Trade & Investment supports Catalan companies in the Chinese market through its three offices located in Shanghai, Beijing, and Hong Kong. These offices provide on-the-ground assistance to help businesses identify commercial opportunities, connect with local partners, and navigate market entry strategies. Their local expertise is key to strengthening the international reach of Catalan products like wine and cava in one of the world’s most dynamic and fast-evolving markets.