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The roadmap for b2b events for Italian wine continues in China

Vinitaly fuorisalone in Chengdu with 63 companies, 4 consortia, 700 labels and 10 masterclasses

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Vinitaly confirms itself as an international tool at the service of the sector, with initiatives in Russia, China and Brazil, in view of the Vinitaly Special Edition, in Verona from 17 to 19 October.

After the first stop in Russia, Vinitaly's 2021 roadmap continues in China. Veronafiere, organizer of the most important world exhibition dedicated to wine and spirits, concludes today the new Vinitaly international promotion season in the Land of the Dragon in Chengdu, with an fuorisalone at the Intercontinental Hotel. Four days, from 3 to 6 April, entirely dedicated to the business and training of professionals in the wine sector.
A great start, with 63 exhibitor stands, 13 more than in the previous edition, 4 protection consortia, 700 labels, eight of the top ten winemaking groups in China by turnover and 10 scheduled masterclasses.

The aim of the initiative in Chengdu is to accompany and support Italian companies, making Chinese importers, distributors and horeca channels discover the variety and excellence of Made in Italy wine. In a market that sees Italian exports in 2020 slightly exceed 100 million euros, with a share of 6.3%, the growth potential is considerable. In 2021, Chinese orders got back into motion: according to the analysis of the Vinitaly-Nomisma Wine Monitor on a customs basis, between December and January, the import of Italian wine from China recorded a growth boom of over 62 % compared to the previous two months. An even more significant increase if we consider how, in the same period, the Chinese global demand for wine showed a further negative trend (-5.6%).

"Vinitaly is an international reference brand for Italian wine - explains Giovanni Mantovani, general manager of Veronafiere -. Since 1998 we have been contributing with b2b and educational events to the promotion of our product in Asia, promoting knowledge, together with that of the lifestyle that characterizes Italy in the world. Chengdu is only the first of the Vinitaly 2021 appointments in China. In June, in fact, we will be in the new exhibition spaces of the Shenzhen World Exhibition & Convention Center for Wine To Asia, and then again in Beijing, Qingdao and Chongqing, in September, for the fourth edition of the Vinitaly China Roadshow. These are stages that are part of a broader global 2021 roadmap that includes OperaWine with Wine Spectator in June, Wine South America in Brazil in September and Vinitaly Special Edition in October, in Verona ".

Alongside Vinitaly in Chengdu there is once again Ice, with its Beijing office, which has always been a fundamental partner of the event. "As per tradition - comments Gianpaolo Bruno, director of Ice Beijing -, in the spring the most important professionals in the world of Chinese wine meet in Chengdu. And on this occasion, we are honored to have Fongyee Walker with us who will discuss the topic "The Elegance of Italian Whites: an exploration of the lighter side of Italian wines'. This is the first time that a Master of Wine has officially participated in a masterclass not linked to a brand, but to Italy".

Also this year, in selecting and inviting top buyers, Vinitaly worked together with the Consulate General of Italy in Chongqing, Ice Beijing, the Italian Chamber of Commerce in China and with the local partner Bucciano. A nationwide campaign was carried out for the incoming activity, with special attention to the Sichuan province, of which Chengdu is the capital, and the megalopolis of Chongqing, one of the fastest growing cities in China.

In addition to b2b meetings that also exploit the digital potential offered by the WeChat mini-app, the protagonist of the fuorisalone remains training, in collaboration with the two most important wine education schools in China: Grapea and Dragon Phoenix. Also scheduled is the first masterclass on natural wines ever held in Chengdu, carried out in partnership with some important Chinese producers such as Silver Heights and with Ziran, the most influential association of Chinese importers specialized in this sector.

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EFA News - European Food Agency