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Your email address will not be published.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 *

Subscribe to our newsletters

Job vacancies

On-Trade Channel Manager

Delegat Europe Limited (UK)
London / Midlands, GB

Trade Marketing Analyst

Delegat Europe (UK)
London, GB

Key Account Executive

Delegat Europe Limited (UK)
London / Midlands, GB

Senior National Account Manager

Bibendum PLB
London, UK

ON-TRADE Sales Executive

Roberson Wine
London, UK

OFF-TRADE Sales Executive

Roberson Wine
London, UK

Judging Week Runners

Decanter World Wine Awards
ExCel Centre, London E16, UK

Sales Administrator

Les Caves de Pyrène
Guildford, UK

Retail Commercial Executive

Laithwaite's Wine
Theale, Berkshire

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

Regional Account Manager

New Generation McKinley
London, UK

The Global Merlot Masters 2017

Deadline : 31st March 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

the drinks business is thrilled to announce the launch of The Global Sparkling Masters

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more