The Institute of high quality Italian wine Grandi Marchi (IGM) is to go back to Asia this year. Not only in China but also in other East Asian countries starting with Japan, which comes in 7th place in the world wine importers ranking. Later on there will be many events in Vietnam, a country characterized by an advanced economy and a strong growth rate, and Singapore, a city-state that is the most important commercial and logistic hub for all Southeast Asian markets. Asian countries have a huge potential to be released for Italian wine says IGM Chairman Piero Mastroberardino. It is important for us to work on these markets. It is about developing ad-hoc strategies for each different target. In most Asian markets it is important to insist on cultural investments, knowing that it takes patience before succeeding. On this logic is based, for example, the investment in Ho Chi Minh City that we decided to repeat at a year’s time. The city, formerly known as Saigon, is the most populous of the country and is strategic for our products, thanks to a considerable increase in middle class income that is favoring a greater attitude for high quality wine consumption.
The tour starts from Tokyo
The first stage of the mission will be at the Italian Embassy in Tokyo on Monday, November 20. Japan is indeed an important market, in which the value of wine imports in 2016 has exceeded 1.3 billion euros. Italy comes in second position as for wine exports to Japan, together with Chile. As far as quality is concerned, France has a bigger market share, but Grandi Marchi is betting on value and quality to develop volumes. The second stage is Singapore, where on Fullerton Hotel on November 22 there will be an entire day devoted to a guided tasting, a seminar, and finally a walk-around tasting. After the Park Hyatt Saigon in Ho Chi Minh City on November 23, the program will end in Shanghai, on the 26th. The last event will provide a full day of insights with Stephen Li, a famous Chinese wine educator, and Shirley Tan, Wine marketing specialist and Director of China Knot.
The Chinese market
China continues to have everyone’s eyes on it – it’s a tough market, but if properly approached it can give satisfaction says Mr. Mastroberardino. Suffice it to say that the consumption of imported wine in China is growing: the number of regular consumers has reached 48 million, +152% in the last 5 years, and in 2016 Italian wine reached a +39% in value. However, in the face of a market with remarkable potential we must continue to work both on promotion and on educational activities that make us recognizable, developing a process of widespread knowledge starting with the high quality of our products.
The complete program
TOKYO, November 20
Italy’s Embassy
2-5-4 Mita, Minato-ku
Tokyo 108-8302
4:30pm Guided Tasting & Seminar presented by Isao Miyajima
6:30pm Wine Dinner
SINGAPORE, November 22
The Fullerton Hotel
1 Fullerton Square
Singapore 049178
10:30am – 12:30pm Guided Tasting & Seminar presented by Ying Tan MW
1:30pm – 5:00pm Walk-around Wine Tasting open to wine trade representatives and press
HO CHI MINH, November 23
Park Hyatt Saigon
2 Lam Son Square, District 1
Ho Chi Minh City, Vietnam
2:00pm – 3:30pm Guided Tasting & Seminar presented by Ying Tan MW
3:00pm – 6:00pm Walk-around Wine Tasting open to trade representatives and press
SHANGHAI, November 26, 2017
Radisson Blu Plaza Xing Guo Hotel
78 Xing Guo Road,
Shanghai 200052, China
11:00 – 12:30 Guided tasting seminar presented by Stephen Li, Wine Educator, and Shirley Tan, Wine marketing specialist and Director di China Knot
12:45 – 14:30 Light Lunch