China: ICE launches the new "Italian Wine: Taste the Passion" campaign
"Italian Wine: Taste the Passion", a new promotional campaign for Italian wine, was recently launched in Beijing. The campaign, which the Italian Trade Agency ICE will promote over the next two years, will mainly focus on the targeted use of digital communication systems on China's principal social platforms, online TV channels, mega screens in cities and through the network of contacts of a selected group of key Chinese opinion leaders.
The campaign launch was attended by nearly 600 representatives of the wine sector, including producers, importers, distributors, wine retailers, journalists of the specialised press and of digital media, influent key Chinese opinion leaders and an audience selected and invited in cooperation with Fashion Beijing, Beijing Design Week, Interni Asia, Cofco, Wine & Wine and the Italian Cultural Institute in Beijing. Present at the event were also representatives of 285 winemakers who offered a tasting of 213 different wines. The event also screened the preview of the new promotional video entitled "Italian Wine: Taste the Passion" dedicated to the Chinese public.
The programme included the presentation of Italian wine exports to China last year, which rose from 4% to 7% of the market, leaving a large potential still to be tapped. China's wine market is constantly growing and continues to offer a great potential for Italian wine exports, which are still relatively low in China, as was revealed by the Eurostat figures for 2017. In the first semester of 2018, Italy recorded a positive trend with total exports amounting to 58 million euros and a rise in export volumes of 3.27%.