As one of the most influential wine trade fairs in Asia, Interwine China has become a gateway for international wine brands looking to penetrate the burgeoning Chinese market. At the helm of this dynamic platform is Rita Jia, driving innovations in cross-cultural collaboration and consumer engagement. Under her stewardship, Interwine has expanded beyond traditional exhibitions, fostering partnerships, curating educational programs, and paving the way for international wine and spirits to thrive in China. This year’s events promise even greater opportunities, from showcasing emerging wine regions to the first-ever Chinese Baijiu Overseas Exhibition, marking a bold step toward introducing Chinese culture to the global stage.

Rita, Interwine China has grown into a powerful platform for international wine brands to access the Chinese market. What strategies have been most successful in fostering this international collaboration, and how do you foresee these evolving over the next five years?

Rita: Our success comes from several strategies: creating strong networking opportunities, helping brands localize their marketing, offering educational events like masterclasses, and working closely with industry and government partners to ease market entry. Looking ahead, we plan to bring Chinese baijiu to the global stage by creating the first-ever Chinese Baijiu Overseas Exhibition. This is an opportunity to introduce the world to Chinese baijiu culture and a bridge for domestic distilleries to expand into international markets. Through global exhibitions, tastings, and partnership platforms, we aim to help Chinese baijiu go global and gain international recognition in the next five years. 

The 33rd Interwine Guangzhou is being held alongside the Canton Fair's food session this year, offering a unique convergence of industries. How do you see this partnership enhancing opportunities for wine exhibitors, and what added value does it bring to the global brands trying to penetrate the Chinese and Asian markets?

Rita: It brings in a larger, more diverse crowd, including food industry buyers who might not normally attend a wine show. For global wine brands, it’s a chance to reach both food and beverage professionals, explore new collaborations, and gain more exposure in China and the wider Asian market. It’s a win-win that offers a broader platform to break into these regions. 

Image: The 33rd Interwine Guangzhou, 2024.

Interwine Shenzhen’s theme, 'New Consumption and New Power,' emphasizes leading trends in the wine industry. Could you share some insights on how the event will help exhibitors and wine merchants adapt to these evolving consumer behaviors? What ‘new powers’ in the wine industry do you see emerging in China?

Rita: Interwine Shenzhen’s theme focuses on emerging trends and innovations shaping China’s wine market. The event will connect exhibitors and wine merchants with evolving consumer preferences, emphasizing digital engagement, premiumization, and the rise of younger, more adventurous wine drinkers. These 'new powers' include e-commerce, localized branding, and sustainability, driving the industry's transformation. 

The Chinese wine market is known for its dynamism, with shifts in consumer preferences and new regions gaining prominence. How is Interwine helping international brands navigate these changes, and what trends are you seeing that might surprise global producers?

Rita: Interwine serves as a gateway for international brands to understand China's dynamic wine market by offering insights into consumer trends, regional preferences, and emerging opportunities. Key trends include the rising demand for boutique and sustainable wines, the growing influence of Gen Z consumers, and the emergence of domestic wine regions like Ningxia and Yunnan. These shifts highlight China's evolving palate and openness to diverse experiences, presenting opportunities that may surprise global producers. 

Image: International Brands Exhibiting at Interwine 2024.

Interwine has built a reputation not just as a trade fair, but as a hub for education with its masterclasses and forums. How do these initiatives contribute to shaping the knowledge and palate of Chinese consumers and professionals?

Rita: Interwine’s masterclasses and forums play a pivotal role in elevating the knowledge and appreciation of wine among Chinese consumers and professionals. By featuring renowned experts, interactive tastings, and discussions on global wine trends, these initiatives foster deeper understanding and curiosity. They help shape a more sophisticated palate, enhance professional skills, and build a bridge between international wine cultures and China’s growing market. 

With global supply chains experiencing disruptions, what is Interwine doing to support exhibitors and brands in maintaining their market presence in China? How has this impacted the type of wines that are being imported into the country?

Rita: Interwine is actively supporting exhibitors and brands by providing a robust platform for direct connections with distributors, leveraging digital tools to bridge gaps, and promoting localized solutions to navigate supply chain challenges. These disruptions have shifted import trends towards more diverse and cost-effective options, with an increased focus on boutique, sustainable, and alternative wine regions to meet evolving market demands in China. 

Image: Guangdong Chinese and Foreign Business Community Spring Gala dinner organized by Interwine.

You’ve been instrumental in promoting the concept of premium wines in China, showcasing top-rated wines at the event. How do you think the Chinese consumer’s definition of “premium” has evolved in recent years, and what role does Interwine play in this shift?

Rita: The Chinese consumer’s definition of “premium” has evolved from a focus on big brands and high prices to an appreciation for quality, craftsmanship, and unique stories behind the wine. Factors like terroir, boutique production, and sustainability now play a greater role. Interwine drives this shift by curating top-rated wines, hosting masterclasses, and fostering direct engagement between producers and consumers, helping to shape a more refined understanding of premium wine. 

As you host exhibitors from over 20 countries, what emerging wine-producing regions are gaining the most traction through Interwine in China? What unique opportunities do these regions offer to Chinese consumers?

Rita: Emerging wine regions like Georgia, South Africa, and Eastern Europe are gaining traction at Interwine, captivating Chinese consumers with their unique varietals, rich heritage, and exceptional value. These regions offer opportunities to explore lesser-known grape varieties, distinctive terroirs, and authentic storytelling, appealing to the growing demand for diversity and quality in China’s evolving wine market. 

Image: Interwine’s Roadshow 2024 

Post the global pandemic, the wine industry has seen some remarkable transformations. What long-term impacts do you foresee in the Chinese wine market, particularly in terms of consumer behavior and wine trade?

Rita: Post-pandemic, the Chinese wine market is witnessing a shift toward premiumization, health-conscious choices, and digital engagement. Consumers are more inclined to explore boutique and sustainable wines while leveraging e-commerce platforms for purchases. On the trade side, there’s an emphasis on diversified sourcing and stronger local partnerships to mitigate supply chain risks. These trends indicate a more mature, resilient, and globally connected market in the long term.

Conclusion

Rita Jia’s forward-thinking leadership continues to position Interwine as a cornerstone of the global wine industry’s engagement with China. From championing boutique and sustainable wines to spotlighting emerging consumer trends, Interwine has proven to be more than just a trade fair—it is a thriving hub of innovation and cultural exchange. As the platform grows to include ventures like the Baijiu Overseas Exhibition, it’s clear that Interwine’s influence will extend far beyond wine, shaping the narrative of global spirits and cultural connectivity.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network.

Also Read:
COO Marius Berlemann on ProWein's Growth and Messe Düsseldorf's Future
London Wine Competition to Exhibit at ProWein 2025 Germany – Meet the Team and Explore Winning Wines
London Wine Competition to Exhibit at Wine Paris 2025 – Meet the Team and Explore Winning Wines