Luzon On Tour: Our Last Tour of Asia
In recent weeks, we have had the privilege of taking our passion for wine to three of the most dynamic markets in Asia: China, Japan and South Korea. During our journey, we have participated in some of the most relevant events of the sector, where Bodegas Luzón has reaffirmed its international presence and has consolidated the image of the Protected Designation of Origin Jumilla in the global wine scene.
China: A Fast Expanding Market
Our tour of China began on 28 February in Beijing with our participation in Spain Top Wines, a benchmark event that brings together the most prestigious Spanish wineries with importers, distributors and customers in the Chinese market. The event took place at the Renaissance Beijing Capital Hotel in Beijing, where we shared the stage with names of the stature of Muga, Protos, Cune, Marqués de Cáceres and Faustino, among others. In our case, Bodegas Luzón was represented by Cofco Wine & Wine, while our sister winery, Bodegas Corral, was imported by Happinesswines.
Spain Top Wines is held annually in three major Chinese cities: Beijing, Guangzhou and Shanghai. Our journey continues on Monday 3rd March in Canton (Guangzhou) and on Wednesday 5th March in Shanghai, where we will represent both wineries in front of a professional and wine passionate audience.
One of the highlights of our participation in Beijing was the masterclass given by the Master of Wine Pedro Ballesteros, who chose Altos de Luzón to represent the Monastrell grape and the DOP Jumilla. This selection is a recognition of the unique character of our land and the potential of our wines in the demanding Asian market.
We also took part in the tenth edition of Spain Top Wines in Guangzhou, a key event in the south of the country. With a remarkable attendance of wine professionals and enthusiasts, we had the opportunity to present Luzón and Corral wines to a continuously growing market. This platform has been fundamental to strengthen our commercial relationships and expand our presence in an increasingly competitive environment.
The Chinese market is characterised by its growing interest in quality wines, with an increasingly informed and demanding consumer. Wine culture in China is in the midst of transformation, and events such as Spain Top Wines play a key role in the education and dissemination of native Spanish varieties. In this sense, our participation has not only allowed us to strengthen our commercial presence, but also to contribute to the knowledge and appreciation of Monastrell among Chinese consumers.
Japan: Tradition and Vanguard in the World of Wine
In parallel, we also conducted a trade visit in Japan, where we had the honour of sharing experiences with our partners and customers in various tasting and presentation activities.
We started our agenda in Nagoya with a welcome dinner organised by Toko Trading, in which producers from all over the world participated. It was an exceptional occasion to strengthen ties and share the philosophy of Bodegas Luzón with Japanese importers and distributors. During the first days of March, we held an exclusive tasting with our customers, where we were able to offer a unique sensory experience with our wines. In addition, we tasted traditional Japanese cuisine, with special attention to eel dishes, pairing local flavours with our wine references.
On 2 March we took part in the Liquor Mountain Festa 2025 in Nagoya, a tasting event aimed at the end consumer. The event, held at the Nagoya Tokyu Hotel, brought together 2,000 people, who had the opportunity to taste our wines and get to know the soul of our winery. We are honoured to have been one of the two Spanish wineries present at this prestigious event, which strengthens our position in the Japanese market.
During our stay in Japan, Alma de Luzón became the perfect ambassador of our wine identity, transmitting the essence of Monastrell and the quality of our vineyards. The reception from the public was exceptional, which motivates us to continue working on the consolidation of our brand in the country of the rising sun.
Japan is a market with a refined wine culture, where consumers look for quality, exclusivity and perfect pairings with its gastronomy. The presentation of our wines in Nagoya has allowed us to better understand the preferences of Japanese consumers, who value the history and authenticity of each label.
South Korea: Expanding Our Presence in Asia
In addition to our presence in China and Japan, we have also had the opportunity to visit South Korea, a market in constant evolution with a growing interest in Spanish wines. During our stay, we strengthened ties with our new importer, CALIX GLOBAL, with whom we will work to further consolidate the presence of Bodegas Luzón in the country.
Throughout our visit, we visited several shops that already have our wines on their shelves, observing first-hand how well they are being received by Korean consumers. The demand for quality wines is booming in Seoul and other major cities, where enthusiasts are looking for products with history, character and an organoleptic profile that suits their cuisine.
One of the highlights of our visit to South Korea was the wine pairing dinner we organised at the Novotel Ambassador Seoul Gangnam, an exclusive 5-star hotel located in the centre of the capital. This event allowed us to present our DOP Jumilla wines to a select audience of distributors, sommeliers and wine lovers. The combination of our Monastrell with Korean cuisine was a unique sensory experience, where our wines demonstrated their versatility and ability to pair with intense flavours and varied textures.
The reception of our winery in South Korea has been exceptional, which reinforces our commitment to this emerging market. We are convinced that the collaboration with CALIX GLOBAL will allow us to continue expanding our presence in Asia, bringing the essence of Bodegas Luzón to an increasingly broad and demanding public.
Reflections and Perspectives
This tour of Asia has allowed us to consolidate our presence in three of the most demanding and promising markets in the world. The reception of our wines in China, Japan and South Korea reaffirms the quality and authenticity of our proposal, backed by the tradition and know-how of Bodegas Luzón.
Our participation in events such as Spain Top Wines and Liquor Mountain Festa has been key to strengthening our commercial relations and continuing to position the DOP Jumilla on the international scene. The selection of our wines to represent Monastrell in a masterclass given by a Master of Wine is a testimony to the prestige we are achieving beyond our borders.
We close this tour with the satisfaction of a job well done and with the conviction that the future holds new challenges and opportunities. We will continue to strive for excellence and internationalisation, taking the name of Bodegas Luzón and the DOP Jumilla to every corner of the world. We are convinced that Monastrell will continue to conquer palates and that our future incursions into Asia will allow us to expand our history, tradition and passion for wine.