Two of the main important consortium for the Italian wine promotion – Istituto Grandi Marchi and Italia del Vino Consorzio – presented last month a three years project for Chinese market to Ministero per le politiche agricole e forestali, for a total amount of 4,7 millions euro.
Compare with the traditional projects presented by single Company or small consortium, this project contain important new elements that try to invert the actual complex market situation. In spite of in the last few years the Italian wine presence grow at the main Events in China, the market share is going down from 8% of 2006 to 6% of 2012.
Italy sold, in the main market for number of people and potentiality, in 2012, just 75 millions euro between bulk and bottled wines, against 612 millions euro of France wine, 117 of Australia, 114 of Chile and 87 of Spain.
Five millions euro to support institutional events that aim to help and develop the whole supply chain, the people in charge to explain the Italian wine and the consumers that will be involve with mixing action. An Italian-Mandarin dictionary will be create for the main translation of wine world and Italian culture in general. A web platform will, in Mandarin language, will be dedicate to this project with the help and the work of bloggers, journalists and chines chefs.
