Destination Orient for Italian wines
By 2009-4-8 9:11:41
Six bottles of wine in ten consumed every year in Asia sit on Chinese tables. This is all the more interesting if we consider that customary wine consumers in China only total 10 million people, with per capita consumption equal to 0.4 litres /year (in the larger cities, the maximum is 0.7 litres /year), compared to 4.5 on average in the world.
Yet Japan also plays an important role in wine consumption in Asia. The Japanese market covers 30% of all products consumed in the continent - but if import data is analyses, it emerges that Japan buys an impressive 60% of all bottles delivered to Asia.
China and Japan are the protagonists of the last Focus Meeting organised by Vinitaly in collaboration with Buonitalia (4 April, 16.30). The intention is to analyse these two markets and their enormous potential - by now increasingly strategic for Italian operators, not the least in the light of the crisis affecting world economies. Even in 2008, the black year for markets, China managed to achieved growth of 9% and, thanks to its immense consumer market, is capable of ensuring very interesting prospects for Italian products. It is calculated that out of one billion three hundred million inhabitants - 22 times the population of Italy - ,the potential wine market stands at around 5-10% of the population, that is 60-130 million consumers. By 2012, in particular, growth is expected for red wines equal to 36.4%, while white wines will improve by 38%. The performance expected for rosé is much lower: today, they represent less than 1% of market but will grow in same period by more than 20%.
Yet evolution in China also concerns consumption styles. The westernisation of society company and improvements in economic conditions, in short, are changing the habits of the population, while wine is increasingly available in restaurant menus and private homes, especially in the large cities. This fashion in particular concerns younger generations, although in recent years the market has widened to involve different consumer profiles. The average Chinese wine consumer is 30-45 years old, has average-high income, an excellent education and lives in the city: wine consumption is essentially associated with its role as a status-symbol.
It can also be mentioned that, after years of major investments, China has become the 6th producer of grapes in the world - clearly demonstrating how the country has welcomed wine culture into its own customs.
For ten years, China has been one of the main stop-offs of the Vinitaly World Tour, that this year will take Vinitaly China, the most important event for wine&food in Asia, first to Hong Kong (4 November 2009) and then to Shanghai (5 and 6 November 2009).
In the Asian scenario, Japan on the other hand is a more stable and mature market. In 1972, only 11 million litres of wine were drunk in the country, of which barely 20% imported. Almost 40 years later, demand for imported wines has tripled, up to 66%. The wine market in Japan, during 2008, was worth 2 billion euro, while imported wines came to almost 400 million euro. A recent report by IWSR (International Wine and Spirit Record), moreover, envisages that wine consumption in Japan will increase by 7% to a of 335 million bottles by 2011.
The performance by Italian wines in 2008 ensures that Italy still ranks in second places as regards exports - behind France but ahead of the United States - with 15% of the market for still wines - but achieves an impressive 20% share for sparkling wines, on a par with Spain and second only to France.
It is a fact that, especially in the large cities, there is a progressive shift among consumers of alcoholic beverages from traditional saké and beer, which are very popular with the Japanese, towards traditional European wine and spirits. Such evolution in taste is also witnessed by the incredible success of a cartoon, “Kami no Shizuku”, where the protagonist has to travel the world to find the “12 Apostles”, a collection of wines described in his father's will. The impact of this manga on the real world is so astonishing that mention only need be made to sell thousands of bottles and now even importers are organising deliveries of certain wines based on the cartoon - and in some cases have even tripled volumes of sale.
85% of Japanese more than 20 years old confirms enjoyment of alcoholic beverages. Among this group, 50% does not drink wine, 30% only a couple of times a year, 14% every now and then and only 6% almost every day. Average per capita consumption is only 2.2 litres, while the Tokyo and Yokohama areas account for as much as 47% of all wine purchased in Japan, thanks to per capita consumption of 5.4 litres.
Next 25 November will see Tokyo - for the fourth time - host Vinitaly Japan, the flagship event for the promotion of Italian wine in Japan. The event includes an entire day business workshops accompanied by a programme of seminars and tastings, which are particularly appreciated by the Japanese.
Yet Japan also plays an important role in wine consumption in Asia. The Japanese market covers 30% of all products consumed in the continent - but if import data is analyses, it emerges that Japan buys an impressive 60% of all bottles delivered to Asia.
China and Japan are the protagonists of the last Focus Meeting organised by Vinitaly in collaboration with Buonitalia (4 April, 16.30). The intention is to analyse these two markets and their enormous potential - by now increasingly strategic for Italian operators, not the least in the light of the crisis affecting world economies. Even in 2008, the black year for markets, China managed to achieved growth of 9% and, thanks to its immense consumer market, is capable of ensuring very interesting prospects for Italian products. It is calculated that out of one billion three hundred million inhabitants - 22 times the population of Italy - ,the potential wine market stands at around 5-10% of the population, that is 60-130 million consumers. By 2012, in particular, growth is expected for red wines equal to 36.4%, while white wines will improve by 38%. The performance expected for rosé is much lower: today, they represent less than 1% of market but will grow in same period by more than 20%.
Yet evolution in China also concerns consumption styles. The westernisation of society company and improvements in economic conditions, in short, are changing the habits of the population, while wine is increasingly available in restaurant menus and private homes, especially in the large cities. This fashion in particular concerns younger generations, although in recent years the market has widened to involve different consumer profiles. The average Chinese wine consumer is 30-45 years old, has average-high income, an excellent education and lives in the city: wine consumption is essentially associated with its role as a status-symbol.
It can also be mentioned that, after years of major investments, China has become the 6th producer of grapes in the world - clearly demonstrating how the country has welcomed wine culture into its own customs.
For ten years, China has been one of the main stop-offs of the Vinitaly World Tour, that this year will take Vinitaly China, the most important event for wine&food in Asia, first to Hong Kong (4 November 2009) and then to Shanghai (5 and 6 November 2009).
In the Asian scenario, Japan on the other hand is a more stable and mature market. In 1972, only 11 million litres of wine were drunk in the country, of which barely 20% imported. Almost 40 years later, demand for imported wines has tripled, up to 66%. The wine market in Japan, during 2008, was worth 2 billion euro, while imported wines came to almost 400 million euro. A recent report by IWSR (International Wine and Spirit Record), moreover, envisages that wine consumption in Japan will increase by 7% to a of 335 million bottles by 2011.
The performance by Italian wines in 2008 ensures that Italy still ranks in second places as regards exports - behind France but ahead of the United States - with 15% of the market for still wines - but achieves an impressive 20% share for sparkling wines, on a par with Spain and second only to France.
It is a fact that, especially in the large cities, there is a progressive shift among consumers of alcoholic beverages from traditional saké and beer, which are very popular with the Japanese, towards traditional European wine and spirits. Such evolution in taste is also witnessed by the incredible success of a cartoon, “Kami no Shizuku”, where the protagonist has to travel the world to find the “12 Apostles”, a collection of wines described in his father's will. The impact of this manga on the real world is so astonishing that mention only need be made to sell thousands of bottles and now even importers are organising deliveries of certain wines based on the cartoon - and in some cases have even tripled volumes of sale.
85% of Japanese more than 20 years old confirms enjoyment of alcoholic beverages. Among this group, 50% does not drink wine, 30% only a couple of times a year, 14% every now and then and only 6% almost every day. Average per capita consumption is only 2.2 litres, while the Tokyo and Yokohama areas account for as much as 47% of all wine purchased in Japan, thanks to per capita consumption of 5.4 litres.
Next 25 November will see Tokyo - for the fourth time - host Vinitaly Japan, the flagship event for the promotion of Italian wine in Japan. The event includes an entire day business workshops accompanied by a programme of seminars and tastings, which are particularly appreciated by the Japanese.
From teatronaturale