Guide to IPR Protection in China for the Wine and Spirits Sector

Many EU SMEs are active in the wine and spirits industry. Currently, the wine market in China is maturing, with consumers focusing on the higher quality wines. Apart from the traditional distribution channels of supermarkets and the hospitality/entertainment industry, e-commerce is gaining space on the Chinese alcoholic drinks market that provides for plenty of opportunities for European producers and distributors in China. With cross-border e-commerce gaining momentum, more opportunities for EU SMEs can be expected. However, market entry also poses a risk in terms of brand protection. What can EU SMEs do to protect their wines and spirits in China? This guide will lay out the possibilities for intellectual property rights protection in the wine and spirits industry, and will guide you through IP enforcement options in China.