EU wines to Launch Next Quality Experience Program in Shanghai

Next quality experience program, a wine promotion program aiming to explore market outside of EU, will be formally kicked off in Shanghai.

This program main aims market outside of EU，such as China, Russia and India in hope of further expanding global market for EU produced wine. The program, with a total investment of over 4,000,000 Euro, will last 3 years.

China is one of the major promotion markets of the program. A training program which is themed by a new chance to know about European wine will be given in Shanghai Yishang Business Consultation Co., Ltd from February 24th through February 26th.

The training program aims to train key personnel of wine promotion in China so as to improve recognition of Italian wine and moreover, to promote wine from EU and Italy. Trainees are people from restaurants and wine industry, wine dealers, sommelier, purchasers, managers of restraints as well as teachers and students of key cuisine schools. The 3-day training is composed of theory, practical tasting and matching with delicacy.

With full support from governments in EU and Italy, the program is hosted by Unione Italiana Vini and organized by Shanghai Yishang Business Consultation Co., Ltd, office of Enoteca Italiana in China.

Andrea Sartori, chairman of Unione Italiana Vini said this extraordinary opportunity will enable the wine producers to set up special and long-term relationship with buyers in key market. It is an opportunity both to promote our wine and to better know about the features and potential of market

Market survey shows that wine market in China has been experiencing rapid growth in recent years. For example, the import volume of Italian wine is growing by 20% each year. This is also why the sponsor launches such a program in China. They will improve the Chinese recognition of Italian wine by holding exhibition, cooperating with relevant promotion cooperation and inviting some personnel to Europe. An international wine tasting school will be opened in China at a proper time.

Wine from such EU countries as Italy, Spain and Germany has secured some market share in China and enjoy very high profile. EU wine output accounts for 60% of global wine output. Italy is the second largest wine producer in the world with its annual output accounting for 20% of global output and 30% of EU output.