Vinitaly opened its China roadshow together with the Italian Trade Agency (ICE) in Beijing at the Hotel Conrad, just steps from the central neighborhood of Sanlitun. A total of 50 companies presented 500 brands with a record programme of 800 B2B meetings with importers, buyers, and local distributors. “It's a really good start, the result of the extraordinary work of Vinitaly and ICE, which shared their databases to allow this incredible participation,” said Giovanni Mantovani, general manager of Veronafiere, which owns the Vinitaly brand.

The Far East will be an increasingly strategic area for Veronafiere's activities, with new initiatives in China and Japan. In the wine sector, the area is expected to become equal to that of North America. By day's end, 1,200 people had visited, which organizers said confirms the growing interest in China for Italian wine.

VINITALY ROADSHOW, A TOUR ACROSS CHINA AND JAPAN

In addition to Beijing, the roadshow will stop in Xi'an (June 20) and Guangzhou (June 22), where more than 1,000 requests were made for B2B meetings. Upcoming initiatives in China include a joint venture in which Veronafiere would have 51% with Pacco, a Chinese company specialized in events organization and creation. The first joint initiative is planned for June 2020 in Shenzhen, with an event dedicated to the younger generations who are more predisposed to embrace the wine culture.

In Japan, a three-year dedicated project is in the works. “Italian wine needs to increase its position – Mantovani said – in a market where demand has grown 106% in the last five years, last year reaching a record 2.4 million euros, making China the fourth top buyer country worldwide, following USA, Germany, and Great Britain.” The Far East market overall has a value of 6.4 billion.

ITALIAN WINE IN CHINA

The trend of wine in China, following the peak of 2017, had a positive 2018, while the first four months of 2019 have reflected pressures on the