With the final event held yesterday in Wuhan, the curtain falls on the first edition of Vinitaly China Roadshow, the walk-around tasting tour Vinitaly branded organized in China by Veronafiere, that consolidates its presence in Asia, after trips to Beijing, Shanghai, Hong Kong and Chengdu and Vinitaly International Academy appointments.
Vinitaly China Roadshow has been organized with the objective of promoting the quality and variety of Italian wine production among importers, agents and the horeca channel.
The initiative – three days dedicated to b2b meetings and tastings – was a success, as evidenced not only by figures – 1.500 Chinese professional operators attending the show, 46 exhibiting companies, including Italian wine cellars and Chinese distributors more than 300 labels – but also by the positive feedback received from exhibitors and buyers, satisfied with the high quality of the counterparties encountered.
The implementation of the roadshow saw Vinitaly flanked by ICE-Italian Trade Agency, thereby complementing scheduled activities with the “I love Italian wines” training courses promoting awareness of more than 500 Italian native grape varieties. The initiative also welcomed the collaboration of Shenzen Pacco Cultural Communication, that already organizes the important IWSS-International Wine and Spirits Show in Chengdu.
The three cities chosen for the trade mission – Shenzen (11 June) Changsha (13 June) and Wuhan (14 June) – are located in the south-east of the country, totalling more than 40 million inhabitants. The future of demand for wine in China will be concentrated in cities, given the growing importance of an upper class enjoying high spending power (25% of the population by 2022) and a urbanization rate that will increase by 5 points over the next five years to 63%.
According to data published by the Vinitaly-Nomisma Wine Monitor Observatory, wine consumption in China grew by 3% in 2017 compared to 2016 with imports coming to 2.5 billion euros – thereby doubling in value over the last ten years. Italy’s market share in the opening months of 2018 sis 7% and growth margins for Italian exports are consequently still very high. Yet the first vital step in winning over new consumers
“These three cities,” said Giovanni Mantovani, CEO of Veronafiere, “are strategic hubs for spreading the culture, history and lifestyle of Italian wine with a view to encouraging consumption. Italian wine exports to China have increased by 50% over the last ten years but we are still a long way behind the results achieved by our competitors. The Vinitaly-Nomisma observatory has estimated through to 2022 an overall increase in Chinese wine imports of 6% per year and 7.5% for Italian labels. This is the catchment of potential consumers we must focus on, not the least thanks to the support of ICE-Italian Trade Agency, with which we continue to work profitably within the scope of the Special Made in Italy Promotion Plan.”
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