March 2021: I Vini del Piemonte proposes a project to promote the culture and knowledge of wines and the Piedmontese territory towards Chinese operators
China is currently the fifth largest consumer of wine in the world and, considering the growing trend of consumers and the number of inhabitants, the room for growth is enormous. The Asian giant, set to become the first world economy in the coming years, has also shown that it is able to emerge better and before all other countries from the Covid-19 pandemic and was the only one of the major world economies to register a GDP growing at the end of 2020 (+ 2.3% thanks to the boom in the last quarter).
Over the years, Italian wines have gradually increased their presence on the Chinese market: in 2019 Italy ranked fourth among the main wine supplier countries in China in value and fifth in volume, but still very far from France, which still exports almost five times more.
This is why I Vini del Piemonte has decided to focus heavily on this market, intensifying its promotional initiatives in China. Considering the importance of the educational activity aimed at operators in the sector, also for commercial purposes, the promotion consortium will propose, starting from March 2021, the “Piedmontese Wine Education Center in China“, a new project aimed at promoting the culture and knowledge of wines and the Piedmontese territory among Chinese wine professionals (importers, restaurateurs, Ho.Re.Ca. managers, sommeliers, journalists, influencers etc.) with the aim of training and retaining the operators of the sector and consequently favor the sale of Piedmontese wines in China.
The project involves the creation of a roadshow of six Master Classes aimed at operators in the sector in the three cities considered most strategic for the positioning of Piedmontese wines in China: Beijing, Shanghai and Guangzhou. On the occasion of these meetings, the wines of Piedmontese producers already imported into the areas where the activities will be carried out will be presented and proposed for tasting.
Each Master Class will be aimed at about 35-40 operators and will focus on very specific topics, in order to characterize each appointment and make it as interesting and captivating as possible for the participants and above all useful for the Piedmontese producers involved, in order to help them increase the sales of their wines.
The initiative makes use of the prestigious collaboration of WineITA.com, the most authoritative portal dedicated to the communication of Italian wine in China with a very strong presence on social networks (in particular WeChat), which gathers a wide network of professionals around its initiatives and specializes in the creation of wine education and storytelling events. Since 2016, it has organized the Annual Summit of Italian Wine at the Italian Embassy in China.
The Master Classes will be held by two Chinese speakers: Jeff Gong, Editor-in-Chief of WineITA.com, member of the Order of the Knights of the Truffle and Wines of Alba, AIS sommelier and journalist for China Daily, with 20 years of experience in the sector, counted in the “Top 100 China Advertising Managers”, and Rebecca Wang, Managing Editor of WineITA.com, with a Master in Fashion, Experience & Design Management at SDA Bocconi and AIS Sommelier.
As part of this initiative, I Vini del Piemonte also intends to launch a series of partnerships with Chinese associations, bodies and agencies working in the wine world, creating a network of relationships and collaborations that are also useful for commercial and positioning purposes.