Visitors raise their glasses at the opening event of the 2026 Yantai Wine Season. [Photo provided to chinadaily.com.cn]

In Yantai, East China's Shandong province, wine is no longer a niche interest — it is becoming part of daily life thanks to the 2026 Yantai Wine Season.

The event officially kicked off on Sept 29 at Binhai Square and will run into November. Under the theme "Yantai, let the world get tipsy", it forms a key part of Yantai's campaign to boost consumption during the Mid-Autumn Festival and National Day holidays, while also reflecting the city's push to integrate wine with tourism and culture.

At the launch ceremony, organizers released the "Yantai Tipsy+" map, a city-wide guide to wineries, restaurants, cultural spaces and other trendy spots. A "Tipsy Journey" wine tourism route was also unveiled, along with new self-serve wine stations and an online wine section.

A highlight of this year's season is the 24-hour self-serve wine terminal, where visitors can scan a code and get a chilled glass of sparkling or red wine in under a minute. The city plans to set up 15 such terminals in major commercial areas and cultural tourism landmarks this year, with a longer-term goal of 100 across major Chinese cities.

Local pairings such as mackerel dumplings with dry white wine, along with weekend markets and city-wide wine trails, are designed to shift the perception of wine from a high-end, occasional indulgence to a regular treat. A new weekend program, "Wine Coast, Weekend Tipsy", will bring regular wine-themed events to residents and visitors.

As the birthplace of China's wine industry and Asia's only International Vine and Wine City, Yantai is using this event to boost holiday spending while nurturing a longer-term wine culture.