Ethica Wines expands into China with new partnership
Ethica Wines, an international importer and distributor of premium Italian wines, has announced a strategic partnership aimed at expanding its operations in China.
The agreement, signed on 2 February with Shenzhen-based Interprocom Cantine Divine (Shanghai) Co., Ltd., will be carried out through Ethica’s regional subsidiary, Ethica Wines Asia Pacific Pte. Ltd.
The move reflects the company’s long-term strategy to build a dedicated platform for Italian wines in China.
“Interprocom represents a key milestone in our journey in China,” said Francesco Ganz, CEO of Ethica Wines. “Its experience, relationships and market knowledge give us a solid foundation to continue building a clear, long-term vision for Italian wines.”
Chinese partnership
In 2022, Ethica entered China through launching its Shanghai-based distributor Zefiro Wine. The new structure will bring Interprocom and Zefiro together into a unified operating platform designed to boost distribution, strengthen commercial execution and expand market reach across multiple sales channels.
Partner Content
Founded in 2013 and headquartered in Shenzhen, Interprocom has built a nationwide network of trade partners, with operations in Beijing and Shanghai. Zefiro Wine helps the platform adapt to changing consumer trends and developing sales across on-trade, retail and e-commerce channels.
Italian wine focus
Ethica Wines, which specialises exclusively in Italian wines, operates distribution networks across North America and the Asia-Pacific region.
“Interprocom has grown through trust, consistency and close collaboration with its partners,” added Alessandro Mugnano, founder of Interprocom. “Joining Ethica Wines allows us to continue this journey within a larger initiative focused on Italian wines and long-term value creation.”
Ethica said further details on organisational changes and future initiatives would be announced at a later date.
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