Post-pandemic market prospect
Q: What are the opportunities you see for Italian wines in post-pandemic China?
FG: There are several opportunities for Italian wine in China after the Covid-19 pandemic. Here are a few key points to consider:
1) Growing demand for imported wines: over the last decade, there has been a significant increase in demand for imported wines in China, driven by a growing middle class and changing consumption habits. Italian wine has a good reputation in China and is seen as a high-quality, premium product. We strongly believe that, after the struggle experienced during the China “zero-Covid policy”, demand for imported wine will promptly resume at fast speed and Italian wine provides a high quality, cost-effective option for all consumers’ cohorts and, most importantly, it perfectly pairs with all the dishes of traditional Chinese gastronomic culture.
2) Rising interest in wine culture: wine culture is becoming more popular in China, with an increasing number of consumers looking to learn about different wine regions, grape varieties, and production methods. Italian wine has a long and a rich history and diverse range of styles, making it well-suited to this growing interest in wine education.
3) E-commerce growth: online sales have become increasingly important in China, especially during the Covid-19 pandemic, with many consumers opting for home delivery instead of visiting physical stores. This presents an opportunity for Italian wine producers to reach a wider audience through online platforms.
4) Wine tourism potential: Chinese tourists are among the largest groups of international travelers, and many are interested in wine tourism. Italian wine regions offer a unique and attractive experience for Chinese tourists, with opportunities to visit vineyards, taste wines, and learn about the history and culture of Italian wine. With the resumption of travels, this trend will certainly be very interesting to tap into.
Overall, Italian wine has significant potential in the Chinese market, especially as demand for imported wines will recover and consumer interest in wine culture increase. By leveraging e-commerce platforms, educating consumers about the unique qualities of Italian wine, and developing wine tourism opportunities, Italian wine producers can capitalize on these opportunities and expand their presence in China.
Q: Italian wine exports reached record level last year but exports to China declined. Is a recovery in sight for Italian wines in China this year?
FG: The Covid-19 pandemic has had a significant impact on global trade, and the wine industry is no exception. However, there are signs that the Chinese market is rebounding. The recovery of Italian wine exports to China will depend on a range of factors, including economic conditions, changes in consumer preferences, and the overall performance of the wine industry. It will also depend on the ability of Italian wine producers to adapt to changing market conditions, leverage new distribution channels, and continue to develop strong relationships with Chinese importers and distributors.
In summary, while it is difficult to predict with certainty whether there will be a recovery of Italian wine exports to China in 2023, there are reasons to be cautiously optimistic based on early signs of market rebound and the potential for growth in the Chinese market over the long term.
Business-focused curriculum tailor-made for wine trade
Q: How important is Italian wine education for growing Italian wine market in China?
FG: Italian wine education is an essential component for promoting the Italian wine market in China. Here are some key reasons why:
a) Increasing consumer knowledge: as Chinese consumers become more knowledgeable about Italian wine, they are likely to become more discerning in their purchasing decisions, seeking out high-quality and authentic Italian wines. Italian wine education can help consumers understand the unique characteristics of Italian wines, including the different grape varieties, terroirs, and winemaking techniques used in various regions.
b) Building trust and credibility: by investing in Italian wine education, Italian wine producers can build trust and reputation with Chinese consumers. This can help differentiate Italian wines from other international wine regions and increase consumer loyalty over the long term.
c) Enhancing the wine tourism experience: many Chinese tourists are interested in wine tourism, and Italian wine education can enhance the overall experience for these travelers. By educating tourists about the history, culture, and unique qualities of Italian wine, wine producers can create a more memorable and meaningful experience that builds brand awareness and loyalty.
d) Supporting trade and distribution: Italian wine education can also support trade and distribution efforts by providing importers and distributors with the knowledge and tools they need to effectively market Italian wines to Chinese consumers.
Overall, Italian wine education is a critical component of the promotional strategy for the Italian wine market in China. By investing in education and building consumer knowledge and trust, Italian wine producers can differentiate themselves in a competitive market, build long-term relationships with Chinese consumers, and ultimately drive growth and success in the Chinese market.
Q: Compared with Italian Wine Scholar courses and VIA courses, what are the main differences/competitiveness of ITA’s wine and spirits courses?
FG: The Italian Wine Scholar (IWS) courses and VIA (Vinitaly International Academy) courses are both well-respected and comprehensive wine education programs that focus specifically on Italian wine. The Italian Trade Agency’s (ITA) wine and spirits courses, on the other hand, cover a broader range of topics related to the Italian wine industry, including market analysis, promotion, communication strategies and business development.
Here are some key differences and competitive advantages of the ITA’s wine and spirits courses:
- Business-focused curriculum: While the IWS and VIA courses are primarily focused on wine education, the ITA’s wine and spirits courses are designed with a business perspective in mind. This means that in addition to learning about Italian wine regions, grape varieties, and winemaking techniques, students also learn about trade regulations, export procedures, as well as market analysis. This can be particularly valuable for those interested in working in the wine industry, either as importers, distributors, or business owners.
- Networking opportunities: the ITA’s wine and spirits courses offer the opportunity to liaise with industry experts, including Italian wine producers, sommeliers, and trade representatives. This means that students have the opportunity to learn from some of the most knowledgeable and experienced professionals in the Italian wine industry.
- Certification and support: Like the IWS and VIA courses, the ITA’s wine and spirits courses offer certification upon completion. However, the ITA also offers ongoing support to graduates, including access to business development services and trade shows.
Overall, the ITA’s wine and spirits courses offer a unique and valuable perspective on the Italian wine industry, with a focus on business development and marketing/communication expertise. While the IWS and VIA courses are excellent options for those interested in wine education specifically, the ITA’s courses may be more suitable for those interested in pursuing business opportunities in the wine industry, expanding their business in the Italian wine market segment.
Q: The course seems to target Chinese wine trade (importers, distributors even KOLs) not primarily consumers. Why so? Why is it important to empower and educate wine trade first?
FG: Empowering and educating the wine trade first before educating consumers is important for several reasons:
- Creating a knowledgeable and informed distribution network: wine trade professionals, including importers, distributors, and sommeliers, play a critical role in the wine industry. They are responsible for selecting and recommending wines to consumers and have a significant influence on purchasing decisions. By educating and empowering the trade first, wine producers can create a knowledgeable and informed distribution network that understands the unique qualities of their wines and can effectively communicate this information to consumers.
- Building trust and reputation: wine trade professionals also have a critical role in building trust and credibility with consumers. By providing education and training to the trade, wine producers can ensure that their wines are being marketed and presented in a way that is consistent with their brand’s marketing philosophy. This can help build trust and reliability with consumers over the long term.
- Increasing demand for premium wines: educating the wine trade first can also help increase demand for premium wines. By creating a knowledgeable and informed distribution network that understands the unique qualities of premium wines, wine producers can effectively market and promote these wines to consumers who are willing to pay a premium for high-quality products.
- Facilitating market growth and expansion: finally, educating the wine trade first can help facilitate market growth and expansion. By creating a network of knowledgeable and passionate trade professionals, wine producers can increase their reach and distribution, tapping into new markets and expanding their customer base over time.
In summary, empowering and educating the wine trade first before educating consumers is an important strategy for wine producers looking to build a successful and sustainable business. By creating a knowledgeable and informed distribution network, building trust and credibility with consumers, increasing demand for premium wines, and facilitating market growth and expansion, wine producers can set themselves up for long-term success in a competitive and ever-changing industry.
A network of support
Q: What can the wine trade look forward to from this year’s ITA wine and spirits education program?
FG: The ITA’s wine and spirits education program typically includes a range of virtual and in-person events, including webinars, workshops, and tastings. These events provide students with the opportunity to connect with other wine trade professionals and learn about the latest developments in the Italian wine industry.
By providing a comprehensive curriculum, industry expert instructors, virtual and in-person events, and ongoing business development support, the ITA is helping to foster a knowledgeable and informed wine trade that can effectively market and promote Italian wines to Chinese consumers. Moreover, our events provide the opportunity to acquire knowledge and to taste a myriad of wine qualities from all the twenty Italian Regions, and in each event we change the mix of products creating an ever-changing experience through the uniqueness of the Italian extraordinary grape biodiversity.
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