Wine Vision by Open Balkan Returns to Wine to Asia in Shenzhen: Rakija and Balkan Wines Capture Chinese Interest
Shenzhen, May 9, 2025 — The Wine Vision by Open Balkan initiative has returned to the prestigious Wine to Asia fair in Shenzhen, China, reaffirming its role as a key ambassador of Balkan viticulture and distillation. Held from May 9 to 11, the fair brings together over 500 exhibitors from more than 30 countries and attracts more than 20,000 industry professionals, including importers, distributors, and hospitality leaders from across Asia.
At the heart of this year’s participation is a strong regional showing from Serbia, North Macedonia, and Albania, presenting more than 100 wine labels and 30 authentic Balkan brandies. The Wine Vision by Open Balkan pavilion offers visitors a sensory journey through the diverse terroirs, grape varieties, and distillation traditions of the region.
The official opening of the fair was marked by a ribbon-cutting ceremony. Representing the Republic of Serbia and the Wine Vision initiative, Danijel Nikolić, Assistant Secretary General of the Government of Serbia, inaugurated the three-day event, highlighting the strategic importance of the Chinese market and the continued collaboration between Wine Vision and its international partners, including Vinitaly.
A standout moment of this year’s showcase was the first-ever rakija masterclass held in Shenzhen, titled “The Spirit of Serbia – Rakija as Heritage, Craft, and Cultural Identity.” Led by acclaimed rakija expert Milan Zaric, the session offered Chinese guests a deeper understanding of rakija’s cultural significance in the Balkans—as a national drink, a symbol of hospitality, and a deeply rooted artisanal tradition.
“This is not just about tasting,” Zaric said. “It’s about experiencing a culture. Rakija carries with it the memory and identity of the people who craft it.”
Participants in the masterclass were introduced to several rakija varieties, each telling a story of its origin through flavor, aroma, and technique. The session further enriched the cultural dimension of the Wine Vision presence, underscoring the initiative’s broader mission to build bridges through shared heritage and craftsmanship.
With growing interest from Asian markets in authentic, high-quality products, Wine Vision by Open Balkan continues to create valuable pathways for export, partnership, and cultural exchange. The next edition of Wine Vision by Open Balkan is set to take place in Belgrade from November 22 to 25, 2025, promising an even larger gathering of global producers and buyers.
For more information, visit:
