ANTINORI HAS ENTERED CHINA THROUGH THE FRONT DOOR WITH THE CHINESE GIANT FOOD IMPORT GROUP COFCO. THE EXCLUSIVE DISTRIBUTION AGREEMENT WAS SIGNED YESTERDAY, AND THE FIRST STOCK IS ALREADY SOLD OUT (6MILLION EUROS), THANKS TO BRAND REINFORCEMENT

Before the ink dried on the signatures of the exclusive distribution agreement with COFCO (pictured, with CEO Antinori Renzo Cotarella, GM Li Shiyi COFCO Wine & Wine,) the Chinese food industry and import giant, all the bottles Antinori - first Italian private cellar, with a turnover of 180 million euros in 2015 – sent to the Chinese market, were already sold. They were all "pre ordered", right when the relationship between the historical Tuscan company and the wine & spirits branch of COFCO (www.cofco.com), for a total of over 6 million euros, was being officialized in Beijing. And now, there is already talk of a new order, without losing sight of the main objective, which is to ensure a distribution network of high quality, guarantee wide margins and make China not just a market, but also a reference point for the future.
Moreover, this is not Antinori’s first time in China. The agreement with COFCO is the result of a long-term strategy which Albiera Antinori, the eldest daughter of Marchese Piero Antinori, has headed in building the company’s brand reputation, including ad hoc tastings dedicated to journalists and importers, meetings and events throughout the country. Just two weeks ago, on May 26th and 27th, the Marchesi Antinori labels were the protagonists of two evenings dedicated to the local press, one in Beijing and one in Shanghai.
The long-term strategy has brought the full range of Antinori to China through the front door, armed with a well-known brand and strong business connections.
Info: www.antinori.it