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'Wine to Asia' exhibition kicks off in Shenzhen

'Wine to Asia' exhibition kicks off in Shenzhen

Veronafiere-Vinitaly event promotes wine in Greater Bay Area

VERONA, 10 May 2024, 14:39

ANSA English Desk



The second edition of the international wine and spirits exhibition 'Wine to Asia' organized by Veronafiere-Vinitaly has kicked off in Shenzhen, China, with the participation of 520 companies from 30 countries, including 120 Italian wineries.
    The event opened at the Futian Exhibition Centre on May 9 and will wrap up on May 11.
    'Wine to Asia' is among the most important fairs promoting wine in the Greater Bay Area, a rapidly growing hub that includes Hong Kong, Macao and nine cities in Guangdong province, including Shenzhen.
    Nine exhibition halls are representing as many wine-making countries at the event, including Italy, China, Serbia, Slovenia, Argentina, Georgia, Uruguay, Mexico and South Africa.
    Italy's delegation is the largest.
    The Italian pavilion designed by the ICE foreign trade agency is hosting 50 companies, while another 70 enterprises - including the Franciacorta consortium - are located in other areas of the exhibition.
    Italy's Ambassador to China Massimo Ambrosetti said during the opening ceremony that "Italian culture is essential for the promotion of Italian-made excellence, it defines our identity.
    "We are naturally connected to a dimension of civilization of which wine is perhaps the most iconic element.
    "This is especially appreciated in China, particularly by young generations who are fascinated by our history and by our millennial food and wine culture, which is strongly tied to diverse territories, an extraordinary heritage that sets us apart, fascinates the Chinese and has a positive impact on the market", he noted.
    The President of Veronafiere Federico Bricolo said that the involvement of Italian companies "in the incoming campaign from Italy implemented by Veronafiere and ICE shows the constant interest towards this geo-economic area, which should still be considered as a potential market.
    "This is why monitoring it is now more fundamental than ever given some signs of change, starting with the results of Italian wine imports in the first trimester, with a positive performance in terms of value, up 4%.
    "Moreover, average price growth and a greater propensity towards high-quality products" that represent different territories, "especially in the out-of-home sector, are the main features of a potential reversal of trends that must be grasped", he concluded.


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