Brachetto d'Acqui Conquer China
Staff Writer - May 27, 2004
More Italian wine on the Chinese tables and less rice wine
After Japan, China appears to be among the most promising new Asian markets for Italian wines. In fact, the Consorzio di tutela del Brachetto d’Acqui DOCG (Brachetto d’Acqui DOCG Tutelage Consortium) opened an office in Shanghai to facilitate contacts between Chinese operators and Piedmontese wine producers.
The wine was poured at an event organized at the Presidential Plaza Hotel in Shanghai, at the presence of the ICE (Istituto per il Commercio Estero, or Foreign Commerce Institute) and Italian Embassy representatives.
"China is opening to wine," explained the management of the Consorzio. "The main reason is that the Chinese government wants to use more rice as food rather than using it to produced alcoholic drinks".
Tina Dacasto, head of the Consortium of Foreign Public Relations, organized another important event at the "Jin Wem Arts Center" in Shanghai, with the participation of over 50 journalists and various TV stations, including the Chinese National Broadcasting Company. During the soiree, the Piedmontese wine was paired with traditional Chinese recipes.
As a first result of this entrepreneurial and promotional effort, Paolo Ricagno, president of the Consorzio di Tutela, announced that 15,000 bottles of Brachetto were being shipped to China, following an agreement signed by the organization and commercial operators from various Chinese cities.