Italy steps up efforts in China

Italian wines are gearing up to increase their market share in China as trade organisations step up promotional efforts and move to secure Chinese trademark rights.

Vinitaly International, for instance, has adopted a series of measures including organising roadshows in Chinese cities, introducing a certification course for wines as well as disseminating italian wine educators across China to promote italian wines, China’s English newspaper China Daily wrote.

Recently, Michele Scannavini, president of the Italian trade agency Vinitaly International, announced that the Italian government plans to invest equal amounts of effort in the US into developing the “Made in Italy” brand as in the Chinese market, according to the newspaper. Italy intends to invest €20 million in Italian wine promotion and communication in the US.

Meanwhile, the Chianti Classico Wine Consortium has standardised its official Chinese translation for ‘Chianti Classico’ as ‘古典基安蒂’ and applied trademark for the translation. The wine organisation is also expected to receive trademark rights for its famous Black Rooster emblem and its denomination date.

Italian wines’ market share in China – less than 6% – is still small. Its wine exports to China, however, grew in both value and volume terms last year. China imported 25.78 million litres of bottled Italian wines worth about US$114.24 million in 2016, representing an increase of 38.4% in value and 14% in volume, based on figures from China’s Association for Imports and Exports for Wine & Spirits.

Leave a Reply

Your email address will not be published.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

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

International Sales Manager

Crush Wines Ltd
Home based/Wiltshire office, UK

Head of Marketing

Amathus Drinks Plc
London, UK

Sales Representative - Private Customers

Corney and Barrow
Central Hong Kong, HK

Export Manager UK On Trade

Home based in London or the South East, GB

Global Head of Marketing

ATOM Brands
Tunbridge Wells, GB

Sales Executive

Three Wine Men
Home-based but must be available to travel throughout the UK with frequent trips to London, GB

Senior Sales Operations Executive

Park Royal, London, GB

Sales Administrator

Les Caves de Pyrène
Guildford, UK

On Trade & Corporate Accounts Manager

The Champagne Company
Birmingham, UK

Pink Rosé Festival

7th Feb 2018

VinoVision Paris

12th Feb 2018


18th Feb 2018
Click to view more

The Global Pinot Noir Masters 2018

Deadline : 31st January 2018

The Global Organic Masters 2018

Deadline : 12th February 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

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

Click to view more