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Blog
27/06/2019

Vinitaly running as the symbol of made in Italy in eastern Asia

The numbers speak for themselves. Italian wine export in China stands for a third of the total amount of exports in this sector, that is grown of 106% during the last five years, reaching the record value of € 2.4 billion in 2018. For this reason, China is ranked fourth in the world ranking of top buyers, right after USA, Germany an UK. It goes without saying that Italian wine export in China represents a strategic market for the future, that needs to focus and invest on quality and innovation.

In this context, in China took place the second edition of B2B roadshow, promoted by Vinitaly and ICE and organised by Veronafiere, in collaboration with the Chinese sponsor Pacco Communication Group. From 19th to 22nd June were held several meetings in four Chinese cities (Pechino, Zhengzhou, Xi’an and Guangzhou), supported also by the ICE’s initiative “I Love ITAlian Wines”. During this edition of the roadshow were played some videos designed by Fondazione Arena di Verona and Enit – Agenzia Nazionale del Turismo (National Tourism Agency) with the purpose of implementing a real territorial marketing strategy. The second edition of the roadshow, indeed, confirms how the online and offline advertising has been efficient: to date, over 660 Chinese professionals have been trained to promote Italian wines and the project ICE reached over 300 million online contacts.

Therefore, the main objective is to foster wine as symbol of the Italian enogastronomy. However, this strategy doesn’t simply promote the territorial products that our Bel Paese offers, but it also focuses on supporting the places where production processes are held, in order to encourage tourism even more.

As Giovanni Mantovani, General Manager of Veronafiere, says: “In this context, Vinitaly is the brand that symbolises the Italian wine in China. It’s a recognised brand that is designing Wine To Asia, a new international wine exhibition, whose first edition is scheduled in 2020 in Shenzhen”. The aim of this big project is to become a landmark for eastern Asia (a market of € 6.4 billion), in which Vinitaly showcases itself as a symbol of made in Italy.

vinitaly china roadshow

Credit by Vinitaly

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