Nov. 28 – Increase proportion of Italian wine in China: this is the objective of the second stage of “Italia in Cina,” by the Istituto del Vino Grandi Marchi and the Consortium Italia del Vino. The two associations will meet on December 2 trade operators and the press at the Embassy of Italy in Beijing. This activity builds on the event that welcomed 45 top Chinese wine influencers last July, to promote Italian wine and wine culture. The two consortia together account for 20% overall Italian wine exports and now seek to conquer the Chinese market, one of the highest potential rate markets, with innovating strategic marketing. The promotion of Italian wine in China will be primarily directed at specific targets (traders, sommeliers, food & beverage managers, opinion makers) who will learn about Italian variety and quality, and great combinations with local cuisine. (red)
