Vinitaly China Roadshow: Veronafiere – back to China with 60 Italian winemakers

China is the first flag pinned to Veronafiere’s  map of the world. The 6th edition of the Vinitaly China Roadshow begins today in Beijing, launching the season of international events that promotes Italian wine system under the Vinitaly banner. The initiative, in addition to China’s capital, also takes in two other emerging cities: Changsha (13 September), one of the main domestic tourism destinations, and Hangzhou (15 September), the city of water narrated by Marco Polo and home  the coming XIX edition of the Asian Games starting 23 September.

Vinitaly China Roadshow, walk around tasting in Beijing

“Our Roadshow,” said the President of Veronafiere, Federico Bricolo, “is the only one that did not stop even during the Covid years. Its formula, focusing on business and communication, establishes it as the main Italian wine event in China, thanks not the least to many years of collaboration with the Ministry of Foreign Affairs, the Embassy and Consulates, the Italian Commission for Foreign Trade and the ICE Trade Agency.”

As many as 60  Italian companies will take part in the Vinitaly China Roadshow, presenting more than 600 labels. Leading importers are also expected to take part, such as Sinodrink, Interprocom, Pietra Rossa, Zefiro, Sarment and CWS.

The CEO of Veronafiere, Maurizio Danese, said: “We are seeing important dynamics regarding evolution in demand. Despite China experiencing a period of contraction in overall wine imports, nevertheless there are positive signals – starting with a move to higher quality orders. Over the last six months, the average price trend for Italian wine saw an increase of 32% and today our price lists are on average 40% higher than the average on China’s import market. Vinitaly’s objective is to oversee all the more a market which, despite the economic pit stop, we unquestionably view as the most strategic in the medium-long term, with expected growth in consumption of 4.1 million hectolitres over the next 15 years.”

In addition to walk-around tastings for trade operators and the press, the Vinitaly China Roadshow also includes master classes in the three cities. speakers and super experts include Chinese Master Sommelier Yang LV, Master of Wine Fongyee Walker MW and Sophie Liu, one of the best-known wine communicators in China.

Events organised by ICE Trade Agency for the Vinitaly China Roadshow also include the two courses titled “I love ITAlian Wines”. Objective: accredit more than 100 new Italian Wine Ambassadors in the cities of Changsha and Hangzhou.

Veronafiere top management meets ICE-Trade Agency delegation in Beijing

The Vinitaly China Roadshow also gives space for wine lovers with the fourth edition of the Italian Wine Week. This widespread event this year will involve a record number of more than ninety bars and bistros in the three cities, the e-commerce and retail platforms taking part in this initiative curated by the operations office of Veronafiere S.p.A. with four local partners: ValuedShow, Grape Wall of China, Changsha Eurasia and Lookvin. An unprecedented commitment to reach not only importers but also the most important sales accounts in China.