You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Monday 6 July 2015

Italy weighs up options in China

2nd April, 2014 by Rupert Millar

Vinitaly International hosted a roundtable event in China recently to try and see how Italian imports to the country might be lifted into double figures.

ItalyWith Italy’s market share in China now around 6%, Vinitaly International held a roundtable event at the Chengdu Wine Fair late last month to discuss Italy’s standing in the country and how wine imports might be boosted.

“The problem,” explained the Italian ambassador to China, Alberto Bradanini who was present at the discussion, “Is that in China, Italy is not seen as one of the wine-producing countries. We are known for fashion, for tourism but when it comes to wine, the Chinese automatically think of France.”

Also present at the event were Augusto Massari, the First Economic Advisor of the Embassy; the Consul General of Chongqing, Sergio Maffettone, and two representatives of the Italian Chamber of Commerce in China.

They were joined by 15 Italian importers from five major Chinese cities (Chengdu, Shanghai, Gunagzhou, Beijing and Shenzhen).

The main bone of contention was the fractured nature of Italy’s marketing efforts.

Roberto Rossi of Amore Wines in Shanghai argued: “There are too many initiatives and collectives, all separate and without direction.

“We have to make sure the knowledge of Italian wine is on the same level as that of French wine.”

The participants were “unanimous” in their belief that Italian wine needs to clarify its message if it is to make further headway in China, as well as the need for better co-operation between importers themselves.

One tool that will soon become available for the importers is the creation of a group on social media site “Wechat”, the most popular social media app in China.

A page on the Chinese equivalent of Facebook, Weibo, will also be created for Vinitaly which can then serve as a hub for Italian initiatives.

Vinitaly is also organising a series of masterclasses to take place at Sial China from 13-15 May.

Vinitaly acknowledged these are “small steps” but added they are, “all toward the same goal: increasing the knowledge of Italian wine, a necessary condition for increasing the sales of our wine in China.

 

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

If that's interesting, how about these?

Chinese student builds house out of beer bottles

An engineering graduate and his father have built a two-storey house made out more...

Men down $1k of ‘aphrodisiac’ wine at airport

Two Chinese air passengers downed an entire bottle of aphrodisiac wine after more...

Sud de France launches Wine Hub

An "innovative" tool designed to support wine producers and importers operating more...

PR Senior Account Manager/Director

London, United Kingdom

Depending on experience

China’s Ningxia region launches wine contest

Select winemakers will have the chance to travel to China to learn from its more...

Austrian wine importer launches in Hong Kong

A wine importer specialising in Austrian wines has launched in Hong Kong to more...

China presents a 'long, slow opportunity' for Australian wine

China has slowed down its demand for fine Australian wine, but there is still more...

Champagne needs to 'create a new occasion'

Champagne needs to "create a new occasion" and better communicate its brand if more...

Diageo 'shelves' £240m Chinese scheme

Swellfun, the Chinese subsidiary of drinks giant Diageo, has reportedly more...

Rhône valley makes push on younger HK market

Rhone Valley Wines' recent annual tasting combined art and film in a bid to win more...

E-commerce, Sales & Marketing Executive

London, United Kingdom

Competitive salary and bonus package based on experience and qualification.

World's best beer and wine festivals

Forget Glastonbury, these are the festivals you should be making a beeline for more...

Copa América: Malbec vs Carmenère

Saturday sees Chile and Argentina go head-to-head in football’s Copa América more...

WOSA woos UK indies and on-trade

Wines of South Africa has announced plans for a new UK trade tasting later this more...

Wine Buyer

London, United Kingdom

Based on experience

The week in pictures

Pub-friendly pooches, Kevin Spacey and a one-off tasting of Achaval Ferrer more...

Bilingual 'tool' demystifies wine tasting

The Australian Grape and Wine Authority has developed a new "tool" which more...

Red wine could help fight depression

A component found in the skins of red grapes could be used to treat depression more...

Business Development Executive

London, United Kingdom

£25-£30K + benefits, depending on experience

Australia puts quality centre stage

Wine Australia has pledged to invest AUD$35m annually for the next five years more...

China recognises 'Bordeaux'

China has said it now recognises the term “Bordeaux” as a brand after what more...

Santa Rita launching new Irish campaign

Chilean wine producer Santa Rita Estates is spending €500,000 on a new more...

International Business Development Assistant

London, United Kingdom

To be determined, based on the profile and experience of the candidate

Hong Kong: Red obsession

While whites are starting to be taken seriously in Hong Kong restaurants, the more...

En primeur: beware the heralded vintage?

From an investment point of view is it best to buy the “vintages of the more...