Altogether Unique New Zealand Wine China Roadshow 2024

Event Details

Wed 22 - 24 May 2024
09:00AM - 05:00PM
Beijing and Shanghai
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What's it all about?
"Altogether Unique - The New Zealand Wine Story" underscores that the uniqueness of New Zealand Wine cannot be attributed to a single factor but rather arises from a fortuitous convergence of various elements. This story is brought to life through New Zealand Winegrowers' annual multi-city roadshow in China, held each May. The roadshow serves as a platform to showcase New Zealand's finest wines, uniting exporters and importers with approximately 1,000 trade professionals in New Zealand's primary markets within China. Beyond wine, the event offers a comprehensive lifestyle experience, designed to resonate with a broad audience, fostering lasting awareness for both New Zealand and its wines. The roadshow is structured into two primary segments: the Masterclass and the Trade Tasting, each contributing to the vibrant tapestry of New Zealand's wine narrative.

Why should you be there?

  • China is one of the most significant country for potential growth.
  • China Roadshow has been running for over decades and has maintained its course throughout the challenging COVID-19 years. The steadfast commitment to promoting NZ wine in China has solidified the roadshow’s reputation as the paramount business and communication event for NZ wine in the region.
  • Introducing New Zealand wines to local trade in first-tier cities which have the features of mature wine markets in an effective way
  • Spend resources on your own individual brand development using the premium platforms created by New Zealand Winegrowers
  • Great opportunity for wineries with distributors to make physical contacts with local trade and F&B buyers, have a better understanding of market trends and changes, and boost import & sales
  • Provide wineries seeking distribution with an effective approach to potential importers

Who will be there on the day?

  • High level hotel F&B directors and buyers
  • Wine importers, distributors, and retailers
  • Educators, writers, and wine media
  • Wine lovers
  • Expected number of guests: 500 pax per city

The proposed 2024 events will tour two major Chinese cities in May:

  • Beijing, Wednesday, 22 May
  • Shanghai, Friday, 24 May

* Please note exact dates may vary.

  • Hong Kong Vinexpo dates: 28-30 May 2024. NZW is organising a country pavilion at Hong Kong Vinexpo.

Registration deadlines:

  • Early bird: 15 November 2023
  • Standard: 15 December 2023

How much will it cost?


Events Subscriber

Registration Options

Early Bird Fee

Standard Fee

Small (1-4 Wines)



Large (5-12 Wines)



Don't miss out in participating in the China Roadshow!

All wines entered into this activity and any NZW Marketing activity must adhere to the NZWG Sustainability Policy which states that wines are eligible to be entered into NZWG events as long as they are 100% certified by a recognised sustainability programme (SWNZ, BioGro, AsureQuality and Demeter certifications). There is more information onthis page and a step by step guide can be found here.

NZW is also organising New Zealand Wine country pavilion at Vinexpo HK just before the roadshow. If you are interested to participate, the registration link is available here

NZW will send a consolidated shipment of wines from NZ to China for the China May roadshow and Vinexpo.


If you have any questions, please contact Vanessa Wu on

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