Vinitaly Roadshow China: debut in Shenzhen, Changsha and Wuhan 11-14 June

ITALIAN WINE. FOCUS ON CHINA FOR VINITALY: THE NEW ROADSHOW SETS OFF TODAY

-          B2b mission for 46 companies including Italian wine cellars and distributors; tastings involving more than 300 labels. More than 500 accredited operators for the first stop-off

-          The Vinitaly-Nomisma Observatory estimates an average annual increase of 7.5% in Italian wine exports to China through to 2020. This is higher than the expected overall average local growth in demand of 6% per year

-          Collaboration with ICE-Italian Trade Agency is confirmed with the organisation of "I love Italian wines" training courses.

Verona, 11 June 2018 - Shenzhen, Changsha and Wuhan. These are the new stop-offs for the Vinitaly roadshow scheduled in China 11-14 June, whereby Veronafiere consolidates its presence in Asia, after trips to Beijing, Shanghai, Hong Kong and Chengdu and Vinitaly International Academy appointments.

The trade mission travels to three cities in the south-east of the country, totalling more than 40 million inhabitants. The future of demand for wine in China will be concentrated in cities, given the growing importance of an upper class enjoying high spending power (25% of the population by 2022) and a urbanization rate that will increase by 5 points over the next five years to 63%.

According to data published by the Vinitaly-Nomisma Wine Monitor Observatory, wine consumption in China grew by 3% in 2017 compared to 2016 with imports coming to 2.5 billion euros - thereby doubling in value over the last ten years. Italy's market share in the opening months of 2018 sis 7% and growth margins for Italian exports are consequently still very high. Yet the first vital step in winning over new consumers is to promote the quality and variety of Italian wine production among importers, agents and the horeca channel.

With this objective in mind, Vinitaly - the leading international event in the sector organised by Veronafiere - has scheduled three events in Shenzen (11 June) Changsha (13 June) and Wuhan (14 June), bringing together 46 companies in China, including Italian wine cellars and Chinese distributors.

The formula envisages three days dedicated to b2b meetings and tastings of more than 300 labels exclusively for reserved for select professional audience. More than 500 operators have been accredited for the first stop-off in Shenzen. The implementation of the roadshow sees Vinitaly flanked by ICE-Italian Trade Agency, thereby complementing scheduled activities with the "I love Italian wines" training courses promoting awareness of more than 500 Italian native grape varieties. The initiative in China also welcomes the collaboration of Shenzen Pacco Cultural Communication, that already organizes the important IWSS-International Wine and Spirits Show in Chengdu.

"These three cities," said Giovanni Mantovani, CEO of Veronafiere, "are strategic hubs for spreading the culture, history and lifestyle of Italian wine with a view to encouraging consumption. Italian wine exports to China have increased by 50% over the last ten years but we are still a long way behind the results achieved by our competitors. The Vinitaly-Nomisma observatory has estimated through to 2022 an overall increase in Chinese wine imports of 6% per year and 7.5% for Italian labels. This is the catchment of potential consumers we must focus on, not the least thanks to the support of ICE-Italian Trade Agency, with which we continue to work profitably within the scope of the Special Made in Italy Promotion Plan."