Lu Xinshi: the Italian wine expected a bigger market share in China

¡°Founded in 1881 by Giorgio Serena family and based in famous Italian wine production areas, Serena Group is the top wine producer in Italy and in the world. It produces a variety of brands ranging in FOB price from €1.1 to €50 to cater to customers¡¯ different needs.¡± said Lu Xinshi, the Beijing Branch manager of Italian Serena Group.

Italy is the second largest wine producer in the world with 42 billion liters of annual production in 2007. Italy is also the largest wine exported country in the world with 19 billion liters¡¯ wine exported amount and € 34 billion in total sale income.

According to Lu, a number of important factors have an influence on the imported wine market. Firstly, proactive policies are constituted to encourage the export into China. The reduction of customs duty opens the door for more international producers. The second is Chinese customers¡¯ demand. After 30 years of openning-up and reform in China, people have improved their living condition greatly so that they can afford the imported wine. In addition, the introduction of the western food makes Chinese customers enjoy the western food and wine.

45% of Serena Group¡¯s products, including wine, tequila, aperitif, olive oil and so on, are exported to United States of America, Canada, Japan, Britian, France, Swiss and Germany together with rapidly growing HongKong market.

Lu told the reporter from China Wine News top quality is the key words for their marketing policy. They endeavour to sell the top-quality Italian wine to China, such as AMABONE BELLA VAPOLICELLA Dry Red Wine, TOSCANA  ROSSO  SUPERIORE and BAROLO Dry Red Wine.

¡°Although Italian wine is less known by Chinese customers now, they will come to know it with the promotion of Italian food and wine. China¡¯s surging economy will also give a boost to the imported wine market. The Italian wine is expected to have a bigger share in China¡¯s wine market.¡± Lu said in confidence.