News - 20.08.15
China Roadshow results
From 7 to July 14 Wines of Argentina, along with 30 wineries, toured the cities of Xiamen, Changsha and Qingdao.
With the primary objective of positioning the Argentine brand firmly within the Chinese market, a tour of three coastal cities was organised where, until now, WOFA had not been present.
In each of the cities three types of activities were carried out. The first was a Masterclass led by expert Maxime Lu. The second was a tasting directed towards the trade and lastly a tasting for the consumer.
The event focused on presenting and educating guests about Argentina and its culture. Each attendee was able to take pictures on a photo Wall of Argentina, attend a class on how to make Chimichurri and enjoy delicious empanadas.
Each guest was given a present from Argentina which consisted of a glass, a travel tag and a little pot of chimichurri.
The 30 wineries that participated were:
BODEGA CATENA ZAPATA
BODEGA LUIGI BOSCA
BODEGA NUEVA CALIFORNIA
CLOS DE LOS SIETE
DOMINIO DEL PLATA
FINCA PIEDRAS ANDINAS
GAUCHEZCO VINEYARD & WINERY
TERRAZAS DE LOS ANDES
In Xiamen, 7 different local media outlets were present (written and online press), 40 people attended the Masterclass which packed out the room, 156 people represented the trade and there were 31 consumers.
In Changsha, 8 local media outlets were present, 60 people attended the Masterclass which was at full capacity, 139 people from the trade were there plus 62 consumers.
Finally, in Qingdao, 7 local media outlets attended, 59 for the Masterclass, 132 from the trade and 62 consumers.
About the cities visited:
One of the pioneering Special Economic Zones in China, Xiamen is the 5th most important port of entry for wines and other agro-food products, becoming a major gate to develop relations with importers and distributors with national scope. This city has also an outstanding strategic position, intertwined with Taiwan, bridging both Pearl River and Yangtze River Deltas. Furthermore, Xiamen is one of the 40 most dynamic cities in the World according to Mckinsey Institute’s report, with a population of 4 million citizens with one of the highest GDP per capita in south China.
Located in the east of China, Qingdao is one of the first batch of ‘open’ coastal cities in China. Qingdao possesses one of the most developed economies and in addition to being the most high profile city in it’s own province, it is also one of the most highly regarded cities in northern China as a whole - eclipsed only by Beijing. Qingdao is a culturally diversity, fashionable, modern city that continues to attract investment. Moreover, Qingdao has a long history of wine consumption (the first wine company opened in 1902) and it’s wine market is more mature than some other 2tier cities. Consumer awareness of wine is high for China and, importantly, consumers are quick to adopt new products and trends.
Changsha is the capital city of Hunan province. It is the most competitive city in Midwest China, and also an important business centre for southern China. Changsha competitiveness is ranked among the top nationwide. Moreover, Changsha is a city with a consumption culture and has the advantage of been influenced partly by both Guangdong and Hong Kong. Changsha wine consumption has been on the rise in recent years.