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China, the world's sixth-biggest wine producer, is hiring foreign managers, investing in Italian presses and sending its staff to winemaking schools to raise the quality of its vintages and compete for sales at home and abroad.
Suntime International Wine, owner of China's biggest vineyard, hired managers, and Yantai Changyu Pioneer Wine, the nation's biggest producer, offered 1 million yuan ($177,800) a year for a winemaker with at least 15 years' experience "preferably from Bordeaux".
China's $3.15 billion grape-based wine market is dominated by low-quality varieties that sell for as little as Y13.30 a bottle in the nation's supermarkets.
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Henry Estate's push into China flopped--until it learned that exporting means more than just translating the words on a label.
There are 1.3 billion potential wine drinkers in China, and Scott Henry, owner of Henry Estate, a winery in Umpqua, Oreg., was convinced they'd love his pinot noir. Henry understood that Western-style wine is a relatively new phenomenon in China, but he also believed that his wine's taste and texture were a perfect match for Chinese cuisine.
Henry Estate is no stranger to exporting. For the past 10 years it has shipped cases to Canada, the U.K., and Japan. How much harder could it be to add China to the list? So last fall, Doyle Hinman, the winery's marketing director, had some marketing materials translated into Mandarin, slapped some Chinese-language labels on the bottles, and found a distributor, Portland, Oreg.-based American Pacific, with contacts in the country. Soon, 700 cases of pinot noir were en route to China. "We were prepared for the wine to explode," says Henry. "We were set to handle a demand of 500 cases a month."
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Introduzione settore Vino
La Cina può essere considerata uno dei paesi in cui si ha il più largo consumo di “baijiu” (fermentato di cereali ad alta gradazione alcolica), mentre i livelli di produzione e di consumo del vino d'uva sono ancora molto bassi. Oggi, il consumo di vino pro capite in Cina è di 0,3 litri l’anno, e rappresenta ancora solo l’1% dei consumi di bevande alcoliche, schiacciato dallo strapotere della birra (78%) e delle bevande alcoliche cinesi (17%).
Comunque, sia la produzione di vino cinese che l’importazione di vino stanno crescendo rapidamente. I tassi di crescita dell’import di vino si aggirano attorno al 30% annuo. Nel 2004, la Cina ha importato 500.000 casse di vino (circa 80.000 casse da 12 bot., circa 1 milione di bot., dall’Italia) per un totale di 4,5 milioni di litri.
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see the wider format [536 KB]
see the wider format [536 KB]
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see the larger format [672 KB]
see the larger format [672 KB]
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Previsioni sul mercato cinese [it]
by Susie Wu
1. Previsione sul mercato dei vini
Oggi la cina e' indiscutibilmente diventata il mercato piu' promettente del mondo, in futuro I vini diventeranno la seconda bevanda piu' consumata in Cina subito dopo le birre. Nonostante cio' la diffusione dei vini richiede tempo, ci vogliono due o tre generazioni purche' cio' avvenga.
I dati statistici dicono che attualmente in cina si vendono all'incirca 23-24 milioni di tonnellate di birre durante l'anno, circa 3 milioni di tonnellate di grappa di riso, 400,000 tonnellate di sake' di riso, e 400,000 tonnellate di vino, fra le vendite dei vini il 65%, pari a 260,000 tonnellate e' quella dei vini di mosto puro, il resto e' vini di meta' mosto e meta' additivi. Il mercato dei vini conosce una crescita del 15% all'anno, 20% l 'aumento del mercato dei vini di importazione. Questo tasso di crescita, pur altissimo e' ragionevole davanti al fatto che I vini europei non hanno mai occupato una quota importante del mercato e quindi non hanno mai avuto una vendita di massa.
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With all the growth in wine production seen in China of late, a key question is whether there are enough local grapes to meet demand. The largest vineyard areas are in Xinjiang province in the west (northern Silk route) and the eastern coastal province of Shandong, where most of the grapes used for wine production are grown. OIV forecasts 450,000 hectares (ha) for 2004, making China fifth in the world rankings, with more land planted to vines than the United States. This figure is more than double the amount of 1997, which was under 200,000 hectares. Industry analysts calculate 15–20% of
the total vineyard area to be dedicated for grape-wine production, which is 70,000–90,000ha. Bo Tan at Macquarie Research says total grape production is expected to grow 17% per year.
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Today, October 30th 2005, we are pleased to launch the Italian Wine & More blog.
Join us in this little journey trough Italian fine wines, gourmet food, "made in Italy", lifestyle and more.
Our aim is to publish some useful information on these related industries and share views and discussions.
Hope you will enjoy!
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