SHANGHAI - 11/07/2018 — A new revolution is happening in China; according to Bottled in China, Asia’s leading food and drink podcast, that revolution may just be found in a simple glass of wine held by one of China’s metropolitan elite. Against a backdrop of rapid innovation and technological advance, wine is proving to be a dynamic mover in leading the change forward. 

China’s vast population of 1.4bn is the largest consumer base in the world, and the country is already consolidating its reputation as one of the most dynamic beverage markets – especially when it comes to imported fine wines.

In 2017, 746 million liters of wine were shipped to China; double the volume of 2013. French wines top the list, with Australia and Chile’s lower import tariffs – a result of bilateral free trade agreements – increasing their profile with China’s new generation of millennial wine lovers and the more traditional market segment of connoisseurs. Chilean wine, in particular, has enjoyed import growth of 26%, leading to the establishment of the Asia Office for Wines of Chile in China.

“China’s economic boom has created a new, wealthy middle class – one which is very interested in enjoying fine foreign wines and food,” said Emilie Steckenborn, wine educator and presenter of Bottled in China, a podcast that explores the buoyant Chinese food and beverage market.

“This is especially noticeable in large cities such as Shanghai or Shenzhen, where a dynamic mix of expatriates, educated Chinese, and open-mindedness have combined to create an appetite for the finer things in life – wherever they might come from.”

China’s newfound love of wine has propelled it to the world’s fifth-largest wine marketplace. For young professionals, wine has become a status symbol; something that reflects a sophisticated lifestyle. Some are even signing up to wine courses as a career investment.

Currently worth $2.8 billion, the import wine industry isn’t just enjoying explosive growth – it is also a driving force behind cutting-edge blockchain technology, another area of Chinese development that is growing fast.

In part, this drive can be attributed to consumer sentiment and government reaction following the 2008 milk powder scandal, in which 300,000 babies became ill as a result of ingesting adulterated milk powder. In addition, the Chinese government’s 13th Five-Year Plan is focused on innovation, particularly in the IT sector – and many blockchain companies are rising to this challenge with gusto.

One such Chinese company, VeChain, is making vast strides with blockchain technology. VeChain is focused on bringing transparency to the wine supply chain and has helped to establish the Shanghai Wine and Liquor Blockchain Alliance. “The beauty of blockchain is that shoppers can see information about the whole life cycle of a bottle of wine from various sides, including vineyards, logistics, and retailers, said Fu Yu, a partner at VeChain. 

VeChain is not alone in their mission; other innovative companies, such as DropChain, are leveraging the blockchain revolution to create a more transparent food and beverage supply network. With so much growth and innovation in China’s food and beverages industry, Chinese consumers not only have life’s finer things to look forward to – but also the peace of mind knowing that they’re enjoying the genuine article.

For more information about the Bottled in China podcast, please visit For all general and media inquiries, please contact Emilie Steckenborn at +86 166-2102-1713 or email


About Bottled in China

Bottled in China is a podcast that dives deep into the Chinese food and beverage scene, presented by Emilie Steckenborn, a Canadian wine educator who interviews leading chefs, sommeliers, and innovators on the scene. The podcast has been featured in Condé Nast Traveler, Culture Trip, and Drink Magazine Asia. For more information about Bottled in China, please visit the podcast’s website.

Media Contacts:

Company Name: Bottled in China
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