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China – A course for new Ambassadors of Italian wine closes with awards for 80 sommeliers

Italian wine exports to China have increased by 30.4% in the first 8 months of 2016, compared to an average rise of 24% in the rest of the world. With a view to supporting the internationalisation of Italy’s wine-producing sector, ICE-Agency, in conjunction with the Ministry of Economic Development, is carrying out several promotional activities both through traditional offline and online channels and through e-commerce platforms. One of these activities is the “Top Italian Wine & Spirit Course”, which closed on 24 November in Beijing with Italian Ambassador Ettore Sequi awarding to the 80 participants a sash characterising them as promoters and popularizers of the quality and excellence of Italian wines in “Middle-Earth”.

The event, which was held during the “First Week of Italian Cuisine in the World”, was attended by Egidio Bianchi, President of Enoteca Italiana, Sandro Boscaini President of Federvini, Antonio Rallo, President of the Italian Union of Wines (Unione Italiana Vini) and the directors of the ICE-Agency offices in China. Ambassador Sequi, who hosted the event in his Residence, said: “Italy is now the world’s number one wine producer, but it is above all a producer of very high-quality wines. We all share the aim of favouring the spread of Italian products to meet the growing demand for Made in Italy products among Chinese consumers, especially in the wine sector. ICE’s idea of investing in the training and fidelization of young Chinese is right on target. It is the ideal strategy for a vast and expanding market like that of China, which is increasingly spearheaded by social media and e-commerce.”