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News - 21.11.18

WofA continues to strengthen the image of Argentine Wine in China

Wines of Argentina (WofA), the institution responsible for the promotion of the brand “Vino Argentino" in the world, participated, along with a group of wineries at the fifth edition of the ProWine China trade fair, which took place from November 13 to 15 in Shanghai, China.

The most important annual fair of wines and spirits in the country, ProWine brings together importers, distributors and professionals from the international wine industry. This edition was attended by more than 750 exhibitors from 39 countries and nearly 19,000 visitors, representing an increase of 33.2% on the previous year.

Argentine Wine marked its presence with more than 80 labels from different wineries gathered at the WofA stand, deepening the positional strategy of our flagship product in one of the export markets with the greatest projection and the most attractive at a global level.

The wineries participating in the new edition of ProWine China were: Andeluna, Doña Paula, Estancia Mendoza, Finca Sophenia, Huarpe / Riglos Wines, Huentala Wines, Los Haroldos, Navarro Correas, Renacer and Trivento.

"It is fundamental to make the most of this type of situation to continue strengthening the image of Argentine Wine in China. These are opportunities that we must take full advantage of in order for the Asian market to discover the richness and diversity that Argentina has to offer in terms of wine and thus contribute to the global growth of the category," said Alberto Arizu, President of Wines of Argentina.

With an annual growth rate of almost 28%, China ranks sixth as a destination for Argentine Wine exports behind the United States and the United Kingdom. According to a report prepared by ProWine, Argentina is among three countries chosen by international wine merchants and importers to include in their offering, along with Portugal and South Africa.

In terms of consumption, the Asian continent continues to position itself as a world leader, having imported 385,436 million liters of wine in the first half of the year, which represents an increase of 25.8% in volume with respect to the same period of the previous year.

The participation of WofA in ProWine China complements the presence of Argentine Wine in the China International Import Expo (CIIE), the first multi-sectorial exhibition dedicated to imports, organised by the Ministry of Commerce of China and headed by the President of the People's Republic of China, XI Jinping , from November 5 to 10, 2018.

Both initiatives are part of the "Argentina Breaking New Ground" campaign promoted by WofA with the purpose of enhancing the perception of Argentina as a modern country in terms of wine and increasing the distribution and sales of Argentine wine, with an emphasis on the premiumization of the sector to demonstrate the diversity and excellent quality of our product.

Looking ahead to next year, WofA will continue to guide its strategy to strengthen the link between Argentine and Chinese markets through the commitment of permanent education through master classes, tastings, roadshows and training programs with leading educators in the country.

"In 2019, China will play a key role in the institution's annual plan. Based on the partnership structures set up this year with international organisations, we will redouble our commitment to reach new audiences and increase the perception of Argentine Wine on Asian territory, "said Mario Giordano, General Manager of Wines of Argentina.