Wine Institute to host International trade mission in Asia

Wine Institute, an association of 1,000 California wineries and wine-related businesses supporting state, federal and international public policy for responsible wine production and consumption, is to bring the International trade mission to six Asian cities of Tokyo (Japan), Seoul (South Korea), Taipei (Taiwan), Ho Chi Minh City (Vietnam), Hong Kong and Shenzhen (China).


To be held from 15-26 October 2012, the trade mission will feature over 40 California vintners representing more than 110 brands alongside a slate of consumer, media and trade events.

As a part of its global branding campaign to promote California wine in China, Wine Institute has also come up with a new website 'http://www.discovercaliforniawines.com.cn' solely for China that provides consumers with real-time information about California wineries and wine regions.

Wine Institute international marketing director Linsey Gallagher said Asia is a strong wine market with long-term growth across the board for California wines.

"In the last few years, the wine trade has been enthusiastic about the emerging opportunities in China as sales continue to grow there," Gallagher added.

"California wine and its lifestyle and cuisine hold great appeal to consumers in China and our other key Asian markets."

Some of the participating California wine regions in the trade mission include - Napa Valley, Sonoma, Mendocino, Sierra Foothills, Lodi, Clarksburg, Livermore Valley, Monterey, Paso Robles, San Luis Obispo and Santa Barbara.