As the Chinese wine industry expands, the first online wine festival is encouraged by major Chinese companies. One of them is Alibaba.
Alibaba's Tmall offers 100,000 wines and spirits. The company is expecting 100 million of over 400 million-plus active buyers to participate in the event.
Jiu Shui, or alcohol festival, was held last September 9, an auspicious day according to Chinese numerology. The event will be held annually.
An Australian wine expert said that even the wine market in Australia grew mainly because of exports to China, according to James Halliday, a wine expert.
Wine exports grew by 14 percent. This is the highest peak of exports since 2009.
"In the 12 months to June 30, Australian wine exports to China increased in value by 50 percent [to $419 million]. Over the same period of time the US increased by 9 per cent," he said.
He added, "China is starting to make some good-quality wine right up north, with a lot of Australian and French input ... but it is still, and is likely to be a slow-growing industry."
He explained that France is still the biggest wine exporter to China and Australia is the second.
"France has 40 per cent of the market coming in [to China]. Australia is in second place with 20 percent of all of the wine coming in," he said.
Jack Ma made an announcement during the Vinntaly show in Verona after meeting Italian prime minister Matteo Renzi.
Castle Li, General Manger of the imported wine business department of the China National Cereals, Oils and Foodstuffs Corporation said, "This year we offered wines to clients through JD.com and other online platforms. Selling online gives us useful data about which wines are more welcome in China, so we purchase accordingly."
COFCO is the biggest domestic manufacturer of Chinese wine.