MILAN, Sept. 27 (Class Editori) -- More than 1,800 professionals representing Chinese wine demand and around 70 Italian exhibitors, up 40% compared to the first edition to represent Italy's most important wine cellars. Vinitaly China Roadshow, an event dedicated to Italian wine, was held in the past few days, from September 13 to 17, in Beijing, Qingdao and Chongqing. The initiative recorded an unprecedented interest in Italian wine in the PRC.
"The time has come for Italian wine in China," Giovanni Mantovani, CEO of Veronafiere, pointed out. "Vinitaly is speeding up as well: after the roadshow, Italian wine will land in Shenzhen with Wine to Asia in early December to support the sharp growth of Italian export. With a major role also played by high duties imposed on Australia, Made-in-Italy sales grew by 73% in H1, with Italian wine's market share recording a double digit (10.4%) once again for the first time in years. Today, Italy is China's third supplier after France and Chile," Mantovani concluded.
"With Wine to Asia in August, Vinitaly China Roadshow in September and Vinitaly Special Edition in October, we are launching an unprecedented buyer recruitment and communication campaign planned by ITA and Veronafiere," Mantovani explained. "The objective is to take advantage of a situation that may prove to be very favorable for Made-in-Italy products in China. The challenge is to fill as much as possible this market gap, together with the phenomenon of post-COVID-19 revenge spending in China".
According to data from Nomisma-Vinitaly Wine Observatory relating to the first four-month period, in China the Australian collapse (-80% in value compared to the same period of 2020) led to double-digit growth for all competitors, with Italian imports increasing by 22%. For its part, France rose 41% and experienced an authentic boom in Champagne (+110%). Chinese demand is also opening up to sparkling wines in the post-pandemic period: +75% in the first four months, compared to -15% for still wines. As for Made-in-Italy wines, the Observatory points out that there is a clear growth in premium products with still wines, which represent 85% of Italy's imports, increasing by 19% in value and just 2% in volume and the average price considerably rising.
(Source:Class Editori)
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