SHANGHAI: MORE THAN 1 MILLION VISITORS AT “EXPO ITALIA”. “MADE IN ITALY” WINE IS A STATUS SYMBOL, BUT THE CHINESE DON’T KNOW ITALIAN WINES. FABIO CARLESI OF ENOTECA ITALIANA SAYS, “TEACH ITALIAN WINE CULTURE”

What is the Chinese wine enthusiast identikit? Italian wine is a status symbol but there are still very few people who really know Made in Italy wines. Between high quality French wines and lower quality Australian, Italian wine must also cope with the large production of local wine at lower prices. Among the “far east” markets, China has great potential. At Expo 2010 in Shanghai until October 31, the “Italy Pavilion” in collaboration with Triennale di Milano (Triennial of Milano Italian Design Institute), which is quickly becoming a cult, has attracted the curiosity of more than 1 million visitors of the over 190 countries at the show: its novel wall of wines includes over 300 wines selected by Enoteca Italiana (Italian Wine Cellar), presenting the very best of Italian wines, “Teaching about Italian wine,” said Fabio Carlesi, Secretary General of Enoteca Italiana, “is the way forward to the future”.

Italian wine and food are not yet well known in China. Over the last few years, the volume of Italian wine has increased, but is still way behind other major producers like the French for high-quality wines and the Australian, for lower quality. Local wine production is enormous, totaling about 500 Chinese wine producers. It’s the huge low-income population who drink the low priced wines as well as hard liquors. “China has other traditions of alcoholic beverages”, continues Carlesi, “the Chinese mainly drink rice wine, beer and of course, tea. Wine is beginning to become known in some social groups. Young people particularly appreciate it because it represents Western lifestyle, much imitated by Chinese people.

“The Chinese market has great potential and it is mainly the new middle class that is discovering wine: young workers, people who have more spending power and who choose imported wines, considered to be a status symbol.
According to the association of Italian wine makers, Assoenologi, 200.000 hectoliters of wine worth 30 million euros were exported to China in 2009, compared to less brilliant performances in recent years. There is interest in Made in Italy wines in China but Italy does not have a large-scale distribution system there to facilitate product distribution.
“This is why,” says Carlesi, “we must promote the knowledge of wine. In Shanghai, for example, the Enoteca Italiana has established a company under Chinese law to promote and publicize Italian wine: its mission is to teach fans and professionals about Italian wine, in order to make our number one product widely known in that country. It’s an immense opportunity to be able to establish ourselves permanently on the Chinese market,” claims Carlesi.
“When we talk about new markets, we are talking especially about the so-called “far east” markets (as well as other markets such as Brazil, where we need to concentrate our attention because they also have great potential). Italian wine lovers in China are currently a small, but growing number as they team up with another well-loved Made in Italy symbol, Italian cuisine, which is the main vehicle used to propagate our wines”.