Consorzio Tutela Vini Valpolicella | Valpolicella Wine Specialists playing a central role in communication targeting Chinese consumers

May, 2020

The dialogue between Wine to Asia and Wine Associations continues with Consorzio Tutela Vini Valpolicella and three Valpolicella wine specialists, talking about the current state of the industry and Chinese market.

△ Olga Bussinello, Director of Consorzio Valpolicella

Q1 As Italy is one of the countries hardest hit by Covid-19, how are you now?

Italy is not the most affected Country by Covid-19, it is the one that first adopted the most restrictive measures and made public the situation in these related months. Unfortunately this has loaded pathos with the overall image of the country which, despite many difficulties, is heading towards recovery. The mood is that of those who are rolling up their sleeves to restart.

Q2 How is Covid-19 affecting the wine industry after a nationwide lockdown?

The wine supply chain has never stopped. Production continued. Unfortunately, what remained blocked is the the Horeca channel which represents an important item for quality and quality wines such as those of Valpolicella. This is at national and foreign level. The gradual recovery in some markets makes us think that this channel will also restart. Sales in large-scale distribution, where price is the dividing point between the shelf and purchases, have only marginally affected our PDOs and only a few labels.

Q3 What defence strategies/marketing strategies do you think Italian wine producers and importers should take to ensure their market stability in China during this outbreak?

Given that talking about market stability at this time is very difficult in general, an emerging market such as the Chinese one for wine and specifically for the Italian product is a really difficult question. I believe that the keystone is the importers who have structured distribution channels and a desire to invest in the Italian product.

Q4 Has Italia del Vino launched its promotion plan this year in China? What will be the focus of this year?

Compared to the initial program, we had to make important changes respecting only what is dedicated to the digital channel. Our Chinese VEPs (Valpolicella Wine Specialists from our Valpolicella Education Program) are certainly playing a central role in communication through our brand new #ValpolicellaWineTalks and thematic tastings on winebinars targeting Chinese consumers.

Q5 How do you think the cancellation of exhibitions/roadshows will affect the wine industry at present? 

Surely the world of fairs will have to change and renew itself. Reconciling the renewal with the presentation of an experiential product like wine will be a great challenge.

Valpolicella Wine Specialist

 Sabina Yang

With the Chinese wine market growing maturely, Italian wines are gaining more attention. High quality with full-bodied, Amarone wine is stunning in China!

Felix Zhang

Valpolicella – ‘approachable’  and ‘diverse’, with a great variety of wines to be found in one of Italy’s top regions.

 Franco Zhang 

Valpolicella Education Program is helping to start the construction and promotion of brand value in China.