China: Simplified Label and Brand Registration Requirements for Wine and Spirits in Shanghai Free Trade Zone

Under a new policy, importers of wine and distilled spirits whose domestic agents are registered within the Shanghai Free Trade Zone are no longer required to register the U.S. producer name and brand as a trademark in China prior to commercial sales. This policy was implemented by the State Council and the Shanghai Municipal Government effective October 11, 2024. Outside the free trade zone, imported products must have the U.S. producer name and brand registered as a trademark in China (both in English and Chinese), a process that can take months and delay import of new products.