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News - 31.05.13

Argentine Wines to Be Present in Asia, Today's Fastest-Growing Market For the third time now, Wines of Argentina

For the third time now, Wines of Argentina will organize the Celebrate Argentina - Asia Tour 2013. More than 300 labels will be presented during the Tour.

In May, 2013, Wines of Argentina, the organization responsible for promoting the image of Argentine wines around the world, continues to boost the entry of Argentine wineries into the Chinese market. Today, China, Japan, Hong Kong, Taiwan and Singapore account for 5.61% of the Argentine wine exports. China and Japan represent 4% of the total bottled wine exported by Argentina.


The strategy for the promotion of Argentine wines in the Asian market, defined three years ago, was boosted by the opening of Wines of Argentina's office in Beijing, in April 2012. In addition, a large share of WofA's budget has been allocated to the support of member wineries participating in these activities. In this way, by focusing on the market with greatest potential for growth in the world, WofA intends to enlarge and support Argentine wine export operations into Asia.


The Celebrate Argentina - Asia Tour 2013 will take place between May 30 and June 6, 2013 in the cities of Guangzhou, Hong Kong and Singapore. In Guangzhou, 19 wineries will participate in Interwine China, the most important wine and spirits fair in the Asian market. Then, in Hong Kong, 20 wineries will offer master classes on the Argentine wine industry, while 15 will do so in Singapore. Those seeking representation will participate in business rounds, and there will be seminars for press representatives and sommeliers, as well as a general tasting targeted to journalists, sommeliers, educational institutions, food and beverage managers at hotel and restaurant chains, and the on- and off-trade.

More Than 300 Labels Will Be Present


Argentina already ranks ninth in volume among wine suppliers to China. Exports have shown significant growth over the last 10 years, with an annual growth of 68% in value between 2001 and 2011. Last year, exports amounted to 286 million liters (32 million 9-liter cases). And between 2011 and 2012 , growth exceeded 45%, the highest among Argentina's competing countries and three times higher than the global average, which stands at 14%.


Chinese consumers look for elegance, distinction, and original, good quality packaging, aspects that are present in a large number of Argentine products. Argentine Malbec is the most popular and sought-after variety among Asian consumers who are beginning to get acquainted with wine, since they associate Malbec with the Argentine culture and with quality, which is promoted from Argentina.


Since China is a newcomer to wine-drinking, Wines of Argentina continues to use promotional strategies to position Argentina's generic image in that new market. And as a market entry strategy, attention is drawn to the red Bordeaux varieties Cabernet Sauvignon and Merlot, the favorite varieties among local consumers, with emblematic Malbec, our flagship variety, coming third on the list. It is in the on-trade (restaurants and hotels) where all marketing efforts are concentrated, as this has traditionally been the best channel to promote and enhance the image of Argentine wines as a high-quality beverage.


The wineries that joined the Tour are:


Singapore
Masi Tupungato
Bodega Valcosta Estate
Bodega Sottano
Familia Schroeder
Gauchezco Vineyard & Winery
Bodega Raffy
Domaine Bousquet
Felix Lavaque
Pascual Toso
Casarena Bodega y Viñedos
O. Fournier
Viniterra
Bodega Septima
Dominio Del Plata
Bodegas Escorihuela

Hong Kong
Viniterra
Familia Schroeder
Bodega Sottano
Bodega Septima
Dominio Del Plata
Ruca Malen
Felix Lavaque
Antigal
Casarena Bodega y Viñedos
El Porvenir De Cafayate
Vistaflores Estate
Gauchezco Vineyard & Winery
Bodegas Escorihuela
Finca Las Moras
O. Fournier
Proemio Wines
Bodega Raffy
Domaine Bousquet
Pascual Toso
Bodega Valcosta Estate

Interwine
Domaine Bousquet
Nieto Senetiner
O. Fournier
Escorihuela
El Porvenir De Cafayate
Viniterra
Viñas De Vila
Bodega Valcosta Estate
Bodega Septima
Ernesto Catena
Achaval Ferrer
Bodega Sottano
Finca Del Enlace
Felix Lavaque
San Huberto
Antigal
Casarena Bodega Y Viñedos
Familia Schroeder
Gauchezco Vineyard & Winery

Celebrate Argentina - Asia Tour 2013 - Events and Dates:


Interwine China International Wine & Spirits Exhibition Guangzhou
Date: From May 30 to June 1
Venue: China Import & Export Fair Complex, B Area, Guangzhou Jinhan Exhibition Centre


Hong Kong Tasting
Date: June 4
Venue: Langham Place Hotel


Singapore Tasting
Date: June 6
Venue: Traders Hotel, Singapore