Rise in wine consumption in China and the opening of the market interests Portuguese producers
By 2009-6-23 18:12:58
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Viniportugal's 3rd mission to China, which has also been in Macau, Hong Kong and Shanghai from 12th to 21st May, included 30 producers, promoting several wine-tasting sessions - attended by wine experts, journalists and the general public – as well as courses and seminars.
“This mission had a very positive outcome, improving on the results of the previous event,” in January 2008, namely because of the improved timing of the visit to the market and the “selection of suitable, prestigious venues, at competitive rates," according to the Aicep report, which supported the initiative.
In Macau (14 to 16 May) over 2000 people attended an open-air party at the MGM Macau hotel and around 300 people attended a Portuguese wine-tasting session at Bela Vista, the home of Portugal’s General Consul, who was present at the event.
“Some deals were closed at the tasting session and also many companies made important contacts for subsequent meetings (...). Wealth was even greater than in Hong Kong, essentially due to the higher profile of wine experts, which made up around half of the visitors," said Aicep.
Among those companies present were Cartuxa, Luís Pato, Aliança, Bacalhoa, Carmim, Casa Cadaval, Companhia das Quintas, Dão Sul, Fiúza Bright, Herdade dos Coelheiros, JP Ramos, JM Fonseca, Quinta da Alorna, Quinta da Aveleda and Real Companhia Velha.
Filipe Cunha Santos, president of the Macau Wine Society, pointed out new distributors’ current preference for French and Italian wines, which have greater repute, while traditional distributors remained loyal to Portuguese wines.
Ralph Frehner, director of “Food & Beverage” at the MGM Grand Macau Hotel, spoke of the need to adapt products to Chinese consumption, selling the wine in the context of a family meal, suggesting a different wine to go with each dish.
In partnership with Luís Pato, an exclusive brand of wine was created for MGM, though other opportunities also arose, such as the creation of special bottles as "consolation prizes" for players who lose large sums at the casino.
Among the speakers were Filipa Simões, a designer with 4 years of experience with Chinese brands and Miguel Crespo, head of the Aicep office for Hong Kong and Macuau, who emphasized that Portuguese wine currently has a share of less than 10% of trade between Portugal and the two administrative regions, and is still inactive in China.
He added that the “huge boost from the abolition of [import] duties" in Hong Kong (from 40 to 0 percent) and in Macau (from 20 to 0 percent), admitting that China itself, which has duties of 48 percent, "could gradually lower them.”
Other experts taking part in the work of the Portuguese delegation, such as Alex Cerveira, CEO of import company Lam&Cerveira, stressed that the global economic crisis did not appear to be affecting the local wine market, thanks to the abolition of duties on these products and the preparation the market has undertaken for coping with similar crises.
The visit of the Portuguese committee ended in Shanghai (18 to 21 May), with the 2009 SIAL fair, dinner at the M-on-the-Bund restaurant for 60 of the city's wine experts and a party at Glamour Bar with Portuguese wine, for 200 guests.
The first stop at Hong Kong (12-13 May) included a seminar at Clube Lusitano for producers, with 6 wine market experts, tasting sessions at “The Square” restaurant for over 200 guests mainly from the business world, a Portuguese wine course at the AWSEC Wine School, by wine expert Filipa Pato and a dinner with Portuguese wine at the HK Wine Society.
From www.macauhub.com.mo