Italy steps up efforts in China

24th February, 2017 by Natalie Wang

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Your email address will not be published.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

Fine Wine Logistics Coordinator

IG Wines
London, GB

Brand Ambassador East Coast USA - Ableforth’s

Maverick Drinks
New York - field-based, USA

Brand Ambassador West Coast USA - Ableforth’s

Maverick Drinks
San Francisco / Los Angeles - field-based, USA

Global Travel Retail Manager

Maverick Drinks
London, UK

Portfolio Ambassador - Europe

Maverick Drinks
North West Europe - field-based, UK

Senior Partner Manager - Grocery

Maverick Drinks
London/Field Based, UK

Sales Executive

Woolf Sung Ltd
London

Trade Marketing Manager - Maverick Drinks

Maverick Drinks
London / Kent

Business Development Executive Central London

William Grant & Sons UK
London

PR & Communications Officer - Atom Group

ATOM Supplies Limited
London, UK

Crus Bourgeois du Médoc 2015 Official Selection Tasting

London,United Kingdom
21st Sep 2017

The City Wine Show

London,United Kingdom
22nd Sep 2017

Almaviva 2015 Vintage and Vertical Tasting

London,United Kingdom
28th Sep 2017
Click to view more

Global Chardonnay Masters 2017

Deadline : 29th September 2017

The Global Riesling Masters 2017

Deadline : 29th September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

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

Click to view more