Apr. 14 – Wine has been known in China since the Han Dynasty (206 BC – 220 AD), but recent decades have seen the relationship between the Chinese and wine enter a whole new phase. The drink has become an example of change, a sign of modernity. “Wine and China: culture, consumer trends, and market outlooks” is the title of an international conference that will take place tomorrow in Montepulciano (Siena), organized by the Scuola Superiore Sant’Anna of Pisa with the direct participation of Pietro Tonutti, Vice Dean for International Affairs and professor of General Arboriculture and Crops, and the Confucius Institute, main promoter and organizer. The conference will focus on modernity trends in China, that “welcome foreigners and novelties, and ends contrasts between China and the West – reads a note from the Sant’Anna – In fact, the 290% increase in wine consumption between 2000 and 2010 and the related increase in wine imports of wine (for bottled wine, bulk wine and sparkling wine) confirm significant changes in some habits of the Chinese population. Compared to other countries, per capita consumption of wine in China is still low (Chinese adults drink an average of 1.4 liters of wine per year), but is expected to record the fastest growth trend worldwide, as China already registers the highest consumption of red wine in the world. In particular, it is expected that new generations will develop a new attitude towards wine, which will begin to be considered and evaluated not only for its quality and its organoleptic properties, but also in other, more social, aspects.” China is also experiencing a sharp increase in the production of wine. In 2011, with 135 million cases of 9 liters, it became the sixth largest producer in the world, behind France, Italy, Spain, the USA and Argentina. It can be expected that in the coming years, China will further strengthen its position. At present, the Chinese market is monopolized by still and light wines, but sparkling wine consumption will likely increase rapidly, similarly to other non-traditional producing countries (for example the U.S.).
