HONG KONG, Dec. 16, 2024 /PRNewswire/ — Following last year’s successful series of events in Asia, European Wine Ambassadors has been tasked in 2024 to further build on the reputation and create awareness for three European Wine Regions: the Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti – U.VI.VE., and the National Interprofessional Organization of Vine and Wine of Greece (EDOAO).
BUSAN – SINGAPORE – TAIPEI
In May 2024, European Wine Ambassadors successfully hosted an intensive series of tailored masterclasses in Busan, Singapore, and Taipei, attracting over 150 wine professionals eager to explore and taste 48 wines from wineries associated with the three wine regions.
These events not only showcased the rich flavors of European wines but also facilitated vital discussions on sustainability, biodiversity, and the unique ecosystems that influence winemaking. A diverse audience of importers, distributors, hospitality professionals, sommeliers, and media representatives fostered a collaborative and enriching atmosphere.
The tour reflected the ongoing efforts of the Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti – U.VI.VE., and the National Interprofessional Organization of Vine and Wine of Greece (EDOAO) to connect with emerging markets in Asia, focusing on countries and regions like Singapore, South Korea (Seoul), and Taiwan (Taipei).
HANGZHOU
The first masterclass in China this year was held on October 17th in Hangzhou, drawing a full house of 70 participants on-site, with an additional 150 joining us in the XET virtual classroom via live stream.
China is a vital market for the Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti – U.VI.VE., and the National Interprofessional Organization of Vine and Wine of Greece (EDOAO). As the world’s largest consumer of red wine, China presents significant opportunities for European wine producers to expand their reach and engage with an increasingly sophisticated audience. With a rapidly growing interest in wine culture, Chinese consumers are becoming more discerning, seeking high-quality wines from established wine regions.
STUDY TRIP D.O. LA MANCHA – WINES OF GREECE
From September 9th -13th, a study trip with Chinese importers and media reignited interest in the La Mancha region. Participants enjoyed wine tastings at the Regulatory Council and visited key wineries during the harvest season, allowing them to experience D.O. La Mancha’s rich offerings firsthand.
Despite recent market challenges, D.O. La Mancha remains optimistic about reviving Chinese wine consumption. In 2023, China was the fourth-largest buyer of D.O. La Mancha wines, showcasing the region’s potential in the Asian market. This study trip provided a unique opportunity for participants to connect with the heart of La Mancha’s vineyards, experiencing the dedication that goes into crafting exceptional wines during one of the most important times of the year.
Following their experience in La Mancha, the participants traveled to Greece, exploring stunning vineyards and exceptional wines at the Cooperative of Samos, Costa Lazaridi Estate, and Avantis Estate. In Athens, they embraced the rich culture of the region, with highlights including visits to the Acropolis and a fantastic dinner at Zoinos Winery.
Moreover, the export of Greek wines to China has been steadily increasing, reflecting the country’s rising popularity among Chinese consumers. As more consumers seek unique and high-quality wine options, Greek wines are carving out a notable presence in this competitive market. Chinese consumers have a strong affinity for Greek varietals, especially Xinomavro, Moshofilero, and Aghiorghitiko.
HONG KONG INTERNATIONAL WINE & SPIRITS FAIR (HKIWS) – UVIVE
From November 7th to 9th, the European Wine Ambassadors presented tailored three Unione Consorzi Vini Veneti – U.VI.VE – seminars at the Hong Kong International Wine & Spirits Fair (HKIWS) 2024. Hosted by Ivan Hui, these sessions showcased a curated selection of exceptional Prosecco and Valpolicella wines from the Veneto region of Italy. Each day welcomed a full house of 40 attendees for the 45-minute masterclasses, where participants tasted four wines-two sessions focused on Prosecco (on the 7th and 9th) and one on Valpolicella (on the 8th).
SEOUL
On November 27th, The European Wine Ambassadors Campaign celebrated the second masterclass in Korea this year with an engaging event in Seoul, where 50 wine professionals participated. Insoon Lee guided attendees through sixteen wines from Greece, Italy (Unione Consorzi Vini Veneti), and Spain (D.O. La Mancha). Participants had the opportunity to hear from representatives of both Spain and Greece, including Mr. Darío José S
