Veronafiere (Vinitaly’s organising company) lands in Asia with ICE (Italy’s export public institute) to promote Italian wine. “I Love ITAlian Wines”, an event now in its third edition, started on September 14th with the first show in Shanghai. The tour of Italian wine will continue in the city of Xiamen on September 16th, and will will conclude in Chengdu on the 18^th of September.

Compared to the previous edition, 10 more producers will participate in the event, in total 65 companies will exhibit over 700 labels of Italian wines. The organized activities include both face-to-face and online meetings of b2b for importers, walk-around tastings and masterclasses dedicated to the theme “Chinese women and Italian wine”; initiatives aimed at architectural firms, wine bars and restaurants. The presence of trainers and buyers from wine education schools in China is expected.

Giovanni Mantovani , general manager of Veronafiere, commented: “It is an important step and a significant moment for the activity of the Veronafiere Group in a year marked worldwide by the pandemic. We are restarting from Asia, in China, with a system event which provides for the physical presence in support of wine, one of the leading products of Made in Italy which, like others, is feeling the effects of the international lockdown. The Vinitaly road show will also serve as a lever to promote Wine To Asia, the international exhibition for the wine that Veronafiere, through the joint venture Shenzhen Baina International Ltd., organizes from 9 to 11 November  in Shenzhen “.

Also in Shanghai, the “Italian Wine Week” event was organized from 13 to 19th September, a week dedicated to the natural wines of the peninsula, which will see the participation of 20 wine bars and bistros and a large e-commerce platform.

Gianpaolo Bruno , ICE Beijing office manager and Ice office coordinator in China and Mongolia, said: “These events include the creation of training courses and tasting cycles of wine products from qualified Italian wineries, intended for importers, distributors and specialized media of sector with the aim of fostering knowledge of the winemaking excellence of our country and supporting the projection of Italian brands on the Chinese market in the current phase of rapid acceleration of domestic consumption “.