2025 is the year of the Wooden Snake, a symbol of transformation, flexibility and creativity according to Chinese tradition. And what better time to rediscover the roots of this profound relationship?
Italy and China have been sharing a deep bond, which has been built over centuries of mutual exchange and curiosity. A red thread that runs along the Silk Road and today is renewed through the universal language of Barbera.
Chinese interest in Italy goes far beyond the confines of tourism or fashion, as it tells of a sincere love for our history, our cuisine and, increasingly, for our wine. An encounter of aromas, elegance and passion.
A cultural before a commercial relationship
Over the past few years, relations between the two countries have strengthened in many spheres: political, economic, academic, leading to a dialogue that has grown into a bridge between two thousand-year-old civilisations.
In this scenario, Italian wine has been able to carve out a special place for itself: for many Chinese consumers, in fact, it represents a symbol of accessible luxury, a Mediterranean lifestyle, and refinement.
Wine is in fact often considered a prestigious gift or a present to be shared on formal occasions, and in this sense, the perception of Italian wine as a symbol of craftsmanship, history and quality plays a fundamental role in the choice. Barbera, if well described, can truly become the perfect ambassador of such elegance.
This is precisely the impression we also had during the last incoming visit of our Chinese customers to the Cantina, but also during Veronafiere’s Wine to Asia in Shenzhen.
Piedmontese reds: a love that grows
Barbera d’Asti, Nizza, Barolo and Moscato d’Asti are among the most popular Piedmontese wines in China. Savvy consumers choose them for their elegance, balance and ability to match both Western cuisine and traditional Chinese recipes.
According to ISTAT data, Piedmont is amongst the top Italian regions in wine exports to China, albeit behind Tuscany and Veneto. After a physiological drop in 2021, exports have been growing again since 2022, and 2025 looks promising, especially due to the growing interest in indigenous grape varieties and lesser-known denominations.
There is still plenty of room to grow, especially thanks to the interest of a young and dynamic segment of the population, which is increasingly curious about the world of Italian wine, as witnessed also by ICIF, the Italian professional cooking school, with which we have collaborated on several occasions.
The universal language of good wine
The meeting we had with our long-standing Chinese customer was exciting in every way, and although it was freezing cold outside in February, the warmth of spring could already be felt in our glasses and gestures.
It was the very same warmth that we felt during Wine To Asia in Shenzhen, the ‘Silicon Valley of China’, where the city welcomed us, proving that increasingly more Chinese people wish to discover wine culture, and to do so with awareness.
During the exhibition, we noticed a great deal of interest in our Frusté Roero Arneis DOCG, Lipiai Piemonte DOC Viognier, and of course Barbera d’Asti DOCG Vigne Vecchie 50 and Nizza DOCG Laudana, also thanks to the sold-out Masterclasses at the Old Vine Conference.
Enriching days that reminded us how wine is also an instrument of cultural exchange and knowledge, as well as the vehicle for a warm welcome: just like the one we experienced.
For when there is respect, passion and curiosity for what one does, even cultural and linguistic distances fade away. After all, wine is a universal language: it allows us to speak to people’s hearts, wherever they are.
The journey along the Silk Road that leads Barbera to China is not just a market strategy: it is a story that grows over time, a tale that weaves together cultures, people and territories. A tradition we are proud to continue writing, vintage after vintage, event after event.
Ganbei! (干杯)
