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ICE and COFCO together for Italian wine in China: agreement with the Chinese logistics giant

Over the next 12 months in 200 stores in China, space will be dedicated to Italian wine, promotional events and training, also online
ICE and COFCO together for Italian wine in China: agreement with the Chinese giant

Made in Italy works well in the world, especially when it combines culture, design, fashion, cars and food and wine. It is all the more important on those markets where some sectors are already very well established, while others have still not conquered adequate space. For instance, China, where Italian fashion and cars are a must, and where wine and food, while growing significantly (+ 63% for the wine industry in the first 3 months of 2018), is still little more than just at the beginning. It is great that, ICE will have 17 million euros available for the promotion of Made in Italy, of which 3 for wine alone. And, it is even better, wrote, “Il Sole 24 Ore”, that it has signed an agreement with COFCO, a state-owned retail giant in China (turnover 100 billion euros and 400 wine shops), for a promotion campaign that will involve more than 200 stores over the next 12 months, including ad hoc shelves for Italian wines, which will be the main actors of training courses both for consumers and traders, also online on platforms such as Jd.Com and Tmall.Com. The agreement will be presented tomorrow in Milan on the second day (after the one in Rome today), of the forum “Opportunities and Challenges of Italian wine in China”, organized by ICE, Federvini, Unione Italiana Vini and Federdoc.

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