Published on aprile 2nd, 2021 | by Eurasia News0
VINITALY: THE ROADMAP OF B2B EVENTS PROMOTING ITALIAN WINE CONTINUES IN CHINA
The Vinitaly Off-Show event gets going tomorrow in Chengdu until April 6, with 63 companies, 4 consortia, 700 labels and 10 master classes. The inauguration will be attended by Master of Wine Fongyee Walker.
Verona – After the first stop-over in Russia, Vinitaly continues its 2021 roadmap in China. Veronafiere, the organizer of the most important exhibition in the world dedicated to wine and spirits, opens Vinitaly’s new international promotional season tomorrow in Chengdu, China, with an off-show event hosted at the Intercontinental Hotel. Four days (3-6 April) dedicated entirely to business and professional training in the wine sector.
A superb start, with 63 exhibitor stands (13 more than the previous edition), 4 tutelage consortia, 700 labels, eight of the top ten wine-making groups in China by turnover and a schedule with 10 master classes.
The aim of the event in Chengdu is to accompany and support Italian companies by helping Chinese importers, distributors and horeca channels discover the variety and excellence of Italian wine.
The market saw Italian exports in 2020 come to just over 100 million euros, with a 6.3% share. Inasmuch there is considerable potential for growth.
Orders from China seem to have started up again in 2021: according to analysis by the Vinitaly Observatory-Nomisma Wine Monitor based on customs data, Chinese imports of Italian wine between December and January posted a boom in growth of more than 62% compared to the previous two months. This is an even more significant increase if we bear in mind that in the same period, overall demand for wine in China continued its negative trend (-5.6%).
“Vinitaly is an international reference brand for Italian wine,” said Giovanni Mantovani, CEO of Veronafiere. We have organised b2b and educational events since 1998 to support Italian products in Asia by promoting awareness and the lifestyle that characterizes Italy around the world. Chengdu is the first Vinitaly event in China in 2021. June will see the new Shenzhen World Exhibition & Convention Centre host Wine To Asia, followed by Beijing, Qingdao and Chongqing in September for the fourth edition of the Vinitaly China Roadshow. These stages are part of a broader global roadmap for 2021 that includes OperaWine with Wine Spectator in June, Wine South America in Brazil in September and Vinitaly Special Edition in Verona in October.”
Vinitaly in Chengdu is once again supported by the Beijing office of ICE Italian Trade Commission, as ever a fundamental partner of the event.
“In keeping with tradition,” said Gianpaolo Bruno, Director of ICE Beijing, “in spring the top professionals in the world of wine in China meet in Chengdu. And on this occasion, we are honoured to have Fongyee Walker with us, who will discuss the topic “The Elegance of Italian Whites: an exploration of the lighter side of Italian wines”. This is the first time that a Master of Wine has officially taken part in a master class not linked with a brand but with Italy.”
Once again this year, in selecting and inviting top buyers, Vinitaly worked together with the Italian Consulate General in Chongqing, ICE Beijing, the Italian Chamber of Commerce in China and the local partner Bucciano. A nationwide campaign was implemented for incoming activities, with a special focus on Sichuan Province (Chengdu is its capital) and the Chongqing megalopolis, one of the fastest growing cities in China.
In addition to the b2b meetings that also exploit the digital potential provided by the WeChat mini-app, the main feature of the off-show event is still training, in collaboration with the two most important wine education schools in China: Grapea and Dragon Phoenix.
The schedule also includes the first master class on natural wines ever held in Chengdu, organised in partnership with several important Chinese producers, such as Silver Heights, and Ziran, the most influential association of Chinese importers specializing in this sector.