In the last two years, the need to look at the Chinese market with anstrategic perspective, which requires investment in human and financial resources. It is in this context that the Minister of Economic Development Corrado Passera will inaugurate the project in Beijing on 26 November “Italian wines in China”. The one-year project stems from an agreement between the Ministry, Federvini and the Unione Italiana Vini for the promotion of extended supply chain of Italian wine in the Chinese market and will be created by the independent organization Mostra Mercato Enoteca Italiana. The goal is there promotion of the main Italian wine denominations leveraging the link between territory, history and traditions. The associations dedicated to the construction of automatic machinery for the packing, packaging and bottling of food and wine products will also be involved.
To contribute to the knowledge and dissemination of Italian wine, the project includes three phases. L'inaugural event, aimed at sector operators, specialized and generalist press, opinion leaders, Chinese and Italian institutions, will open with a press conference attended by Minister Passera, representatives of Chinese and Italian institutions and the presidents of Federvini, Lamberto Vallarino Gancia and of Unione Italiana Wines, Lucio Matroberardino. The conference will be followed by one wine party with Italian wines paired with traditional Chinese dishes, with about 150 attendance. The second phase will start in February with a incoming sector operators and specialized press in three stages, representing Northern, Central and Southern Italy respectively. For each stage, in addition to the training seminars, BtoB meetings with selected producers of the area. Next, there will be a incoming of opinion leaders and generalist press, in which cultural aspects will be highlighted with training moments focused on the territory, tourism and local history. In closing, scheduled for the end of summer 2013, a press conference in the Auditorium of the Italian Center in Shanghai, followed by a workshop and BtoB meetings.
The initiative also aims to improve the knowledge of the Chinese market by Italian producers. The current size of Italian wine-producing companies, their territorial fragmentation, the lack of networks and systems, could lead to the concentration on the Chinese market of a limited number of businesses. Those which, due to their capacity, resources, size and strategic vision, will be able to make the necessary investments to establish themselves on the Chinese market.
