CHINA IS STILL FAR AWAY, SO TO GET CLOSER, THE ISTITUTO DEL VINO GRANDI MARCHI AND ITALIA DEL VINO CONSORZIO ARE FLYING TO BEIJING ON DECEMBER 2ND FOR THE SECOND STOP OF “ITALIA IN CINA”, WHERE THEY WILL MEET TRADESMEN AND LOCAL PRESS

China is considered among the markets with the highest potential, but it is still not that close to Italian wines. Figures of the first semester 2014 put China at number 15 on the ranking of our wine partners with a share of bottles imported that stops at 1.4% of the total value. In detail, from January to June 2014, Italy has brought more than 8.5 million liters to China, up 6.2% over the same period in 2013, but lost 2.3% in value that touched 25.7 million euros due to the drop in the average price per liter, which fell 7.9%.
The second stop of “Italy in China”,with the Italian Institute of Fine Wines - Premium Brands (www.istitutograndimarchi.it) and the Italian Wine Consortium (www.consorzioitaliadelvino.it) will try to reverse this trend starting December 2nd in Beijing where they will meet with traders and the press at the Italian Embassy.
After 45 top Chinese wine influencers came to Italy in July 2014, the training activities, spreading of Italian wine culture and wine making promoted by the two associations (which together account for 20% overall of bottled Italian wines exported) have moved directly to China. The goal is to increase the proportion of Italian wine in China, innovate strategic marketing actions already in place, directing them to specific targets (traders, sommeliers, food & beverage managers, opinion makers), educating about variety and quality, also through pairings with the local cuisine.
"Italy In China" is part of a three-year plan of action on the Chinese market promoted by the Institute of Italian Fine Wines – Premium Brands and Italian Wine Consortium, funded by the Ministry of Agriculture, Food and Forestry and the European Union. The two consortia, in total, represent 32 Italian companies in the wine sector (20.000 hectares in 13 Italian regions and 3.000 employees) and have a total turnover of 1.4 billion euros.

The companies in the Institute of Italian Fine Wines – Premium Brands:
Alois Lageder
Argiolas
Biondi Santi Tenuta Greppo
Ca’ del Bosco
Michele Chiarlo
Carpenè Malvolti
Donnafugata
Ambrogio e Giovanni Folonari Tenute
Gaja
Jermann
Lungarotti
Masi
Marchesi Antinori
Mastroberardino
Pio Cesare
Rivera
Tasca d’Almerita
Tenuta San Guido
Umani Ronchi

The wineries in the Italian Wine Consotium:
Banfi
Cantine Lunae
Casa Vinicola Sartori
Casa Vincola Zonin
Drei Donà Tenuta La Palazza
Ferrari Fratelli Lunelli
Gancia
Gruppo Italiano Vini
Librandi
Marchesi di Barolo
Medici Ermete
Santa Margherita Gruppo Vinicolo
Terredora