Beverage & Wine

Italian wine goes to China thanks to Alibaba Wine Festival

Alibaba Group is hosting today the “Tmall 9.9 Global Wine & Spirits Festival”. Italy is present with 50 companies and 500 labels

Alibaba is hosting today the “Tmall 9.9 Global Wine & Spirits Festival” (pronounced “Jiu Jiu” in Chinese, which are homonyms for both “wine” and number “nine”). The goal is to celebrate the increasing popularity of imported wines and spirits among Chinese consumers, especially the younger generation. Over 100.000 types of international wine and spirits from more than 50 countries, including Italy, France, Spain, United States, Australia and New Zealand are participating.
With globalization as a key theme of the festival, Alibaba’s Tmall.com and Tmall Global marketplaces have been working closely with governments and trade associations to provide the channels necessary to bring high-quality wines and spirits from around the world to the hands of Chinese consumers. As a result, hundreds of award-winning labels will be debuting in China through Tmall during this festival.
According to the “Global Wines and Spirits Consumption Report” released jointly by Tmall and CBNData, 47 percent of wine consumers in China have purchased imported red wines online. From 2013 to 2015, Alibaba’s Tmall platform saw a 5 times increase in the number of active buyers in the wines and spirits category, reaching more than 10 million consumers.

ITALIAN WINE, A LEADING ROLE – Italy’s wine manufacturers will be present as main characters. 50 companies and 500 eminent labels (among which Allegrini, Antinori, Bolla, Folonari, Frescobaldi, Mezzacorona, Planeta and Ruffino) bestow Italy the second place in Tmall 9.9 podium.
We are very proud of this outcome – says Rodrigo Cipriani Foresio, Managing Director of Alibaba Italy and South Europe. Alibaba can be very important for the growth of Italian wine in China, increasing its 6% market share. ITA – Italian Trade Agency will help to achieve this goal. Starting with a wine tasting in Shanghai for Chinese consumer”.

ISWA, TOGETHER FOR BIODIVERSITY –China marketplace is an extraordinary opportunity for Italian wine, a wonderful product from a very well known country” says Marilisa Allegrini, co-owner of Cantina Allegrini together with her brother. “Italy is an interesting example of biodiversity-based farming. As wine production perfectly shows. To promote this kind of variety, seven eminent wine producers (Allegrini, Arnaldo Caprai, Feudi di San Gregorio, Fontanafredda, Frescobaldi, Planeta, Villa Sandi) coming from seven Italian areas with a great wine-making tradition have created “Italian Signature Wines Academy” (ISWA) consortium”.

TMALL WAY TO INNOVATION – To create more opportunities for brands to directly market to and engage with consumers, Tmall will also be launching a series of innovative marketing campaigns starting September 1st, such as live auctions of rare and limited labels. A hundred global wine experts will also be sharing and live broadcasting their insights and tasting tips through the Tmall and Taobao apps for Chinese consumers.
Leveraging the strength of Alibaba’s data analytics capabilities, the Tmall 9.9 Global Wine and Spirits Festival mobile site on the Tmall and Taobao apps will also provide personalized selection and choices for app users.
The Tmall 9.9 Global Wines and Spirits Festival is not only an online event, close to 5.000 bars and pubs across China will also be participating, offering free tastings and distribution services for consumers in the country.

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