California wines targets Chinese affluent

Mindful of China’s growing middle class and increasing taste for wine, Wine Institute conducted a virtual wine tasting in San Francisco, July 7, between California vintners and a select group of lifestyle media in Shanghai.  The event was part of Wine Institute’s newly launched global branding campaign for California Wines in China, consisting of a full array of promotional activities to expand exports to this important wine market.

U.S. wine exports to China, 90 percent from California, were $45 million in 2010, a 27 percent increase in revenues from the previous year.

The goal of the virtual tasting is to provide depth and context to Wine Institute’s “Discover California Wines” campaign that is currently running in Shanghai with ad placements including bus wraps, subway bulkheads and light boxes, and luxury shopping mall billboards.  From San Francisco, the winemakers will introduce their wines and provide a guided tasting.  The participants in Shanghai will taste the same wines, as the winemakers walk through the descriptors on the video conference.

Participating vintners include: Master of Wine Mark DeVere of Robert Mondavi Winery; Winemaker Mike Martini of Louis M. Martini Winery; Winemaker Boyd Morrison of Apothic Wines; and Managing Partner Brent Shortridge of Anders-Lane Artisan Wines.